PENGARUH PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP KEPUTUSAN MAHASISWA MEMILIH PERGURUAN TINGGI DI SAE INDONESIA
PENGARUH PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP KEPUTUSAN MAHASISWA MEMILIH PERGURUAN TINGGI DI SAE INDONESIA
DOI:
https://doi.org/10.54964/manajemenusni.v12i1.774Keywords:
marketing mix, product, price, place, promotionAbstract
The sample size was determined using the Slovin formula with a margin of error of 10%, resulting in a total of 70 respondents. This study employed a quantitative method with a survey approach. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression.
The results show that simultaneously that product, price, place, and promotion significantly influence student’s decisions in choosing SAE Indonesia. Partially, product and price have a significant effect, while place and promotion do not significantly affect student’s decisions.
Keywords: marketing mix, product, price, place, promotion, student decision
References
Adolph, Ralph. 2020. “Pengaruh Produk, Harga, Tempat dan Promosi terhadap Keputusan pembelian Konsumen.” 1–23.
Agustina, Margareta Fitri, Yatim Riyanto, dan Erny Roesminingsih. 2024. “Strategi Bauran Pemasaran 7P sebagai Upaya Meningkatkan Animo Masyarakat dalam Memilih Sekolah.” 7:13591–98.
ANANDA MUHAMAD TRI UTAMA. 2022. “Pengaruh Promosi terhadap Pengambilan keputusan Sisaw SMA Kecamatan Rokan IV Koto Kabupaten Rokan Hulu Dalam Melanjutkan Studi di Universitas Islam Riau.” 9:356–63.
Arif Rachman, Yochanan, Andi Ilham Samanlangi. 2024. Dan R & D.
Dinal Rahmat Alam, Hismi Hismi, Sahrul Sahrul, dan Riki Gana Suyatna. 2023. “Pengaruh Harga dan Promosi terhadap Keputusan Pembelian.” Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2(1):313–23. doi: 10.61132/manuhara.v2i1.630.
Fajri, Alfidha, Rasipan, dan Jayadi. 2020. “Pengaruh biaya pendidikan dan promosi terhadap keputusan memilih Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta pada program sarjana.” Hal. 99–108 in Prosiding Manajerial dan Kewirausahaan. Vol. 5.
Ferdi, Yudhi, Andri Asmawan, Saiful Aminudin, dan Al Kusuma. 2023. “Analisis Pengaruh Strategi Promosi Terhadap Keputusan Mahasiswa Dalam Memilih Perguruan Tinggi.” 1(1):76–84.
IDN. 2022. “Pengertian Promosi Menurut Para Ahli.” Diambil (https://www.idntimes.com/business/economy/yogama-wisnu-oktyandito/pengertian-promosi-menurut-para-ahli?utm_source=chatgpt.com).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nengsih Martinah, Yuli Setiawan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
