Path: Top . Undergraduate Theses . Jurusan Manajemen . 2017

Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Mahasiswa Memilih Program Studi Manajemen Di Universitas Muhammadiyah Gresik

Effect Of Service Marketing Mix To Decision Making Of The Students To Select Program Management Studies At The Universitas Muhammadiyah Gresik

Undergraduate Theses from JIPPTUMG / 2017-05-31 18:59:36
Oleh : Pribadi Arif Pratama
Dibuat : 2017-05-31, dengan 4 file

Keyword : Bauran pemasaran jasa dan keputusan

Tujuan penelitian ini untuk mengetahui pengaruh bauran pemasaran jasa terhadap keputusan mahasiswa memilih Program Studi Manajemen Di Universitas Muhammadiyah Gresik. Penelitian ini menggunakan sampel 113 responden, jenis data yang digunakan primer dan skunder. Penelitian ini menguji tujuh variabel independen yaitu produk jasa, price, place, promotion, people, physical evidence dan process yang mempengaruhi keputusan mahasiswa. Teknik analisa data menggunakan regresi linier berganda. Hasil anlisis regresi linier berganda membuktikan bahwa produk jasa, place dan process tidak mempunyai pengaruh terhadap keputusan mahasiswa. price, promotion, people dan physical evidence mempunyai pengaruh terhadap keputusan. Secara simultan bauran pemasaran jasa terbukti berpengaruh signifikan terhadap keputusan mahasiswa.

Deskripsi Alternatif :

This study aimed to determine the effect of service marketing mix to decision making of the students to select Program Management Studies at the Universitas Muhammadiyah Gresik. This study used a sample of 113 respondents, the type of data used primary and secondary. This study examines seven independent variables are the service product, price, place, promotion, people, physical evidence and process that affect a student's decision. Data analysis using multiple linear regression. The results of analysis multiple linear regression prove that the product services, place and process the decision has no effect on the students. price, promotion, people and physical evidence have an influence on the decision. Simultaneously marketing mix proved to significantly influence the student's decision.

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