PENGARUH FAKTOR-FAKTOR MARKETING MIX (PRODUCT, PLACE, PROMOTION, PRICE) TERHADAP KEPUTUSAN UNTUK MASUK STIE SEMARANG YANG DIMEDIASI WORD OF MOUTH
Abstract
Perkembangan Perguruan Tinggi semakin pesat, mendorong Instansi harus semakin aktif dalam merealisasikan strategi marketing yang efektif dan efisien. strategi pemasaran dari mulut ke mulut (WOM) sering disebut dengan strategi word of mouth. Rumusan masalah adalah bagaimana pengaruh faktor faktor marketing mix (place, product, promotion, price) terhadap Keputusan Masuk STIE Semarang yang dimediasi Word of Mouth”, Hipotesis : ada pengaruh faktor marketing mix (product, place, promotion, price) terhadap keputusan masuk STIE Semarang yang dimediasi WOM. Populasi untuk ini adalah mahasiswa aktif STIE Semarang 2015/2016 dengan jumlah 1200 responden, sampel yang digunakan adalah mahasiswa aktif, jumlah 93 responden. Uji validitas digunakan, Pengujian reliabilitas dilakukan SPSS for windows versi 16. Uji F-statistik digunakan untuk menguji, Analisis regresi untuk mengetahui pengaruh factor Marketing Mix (Product, Place, Promotion, Price) terhadap keputusan masuk STIE Semarang yang dimediasi oleh Word of Mouth.
Hanya Product yang tidak berpengaruh positif dan signifikan terhadap keputusan masuk di STIE Semarang ketika dimoderasi oleh Word of Mouth,sedangkan place, price promotion berpengaruh positif dan signifikan terhadap keputusan masuk di STIE Semarang ketika dimoderasi oleh WOM. Perlu adanya promosi, adanya penambahan fasilitas sarana dan prasarana. Peran ketua STIE Semarang untuk meningkatkan mahasiswa keputusan masuk sangat penting. Ketua STIE Semarang sebagai pengambil keputusan dan kebijakan dapat menggunakan faktor bauran pemasaran untuk meningkatkan keputusan masuk. Perlu adanya promosi agar banyak mahasiswa yang memutuskan untuk masuk di STIE Semarang,Perlu adanya penambahan fasilitas sarana dan prasarana
Downloads
The use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution 4.0 International License.
Author’s Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
User Rights
JSS's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JSS permits users to copy, distribute, display, and perform the work. Users will also need to attribute authors and JSS on distributing works in the journal.
Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Jurnal STIE SEMARANG).
Co-Authorship
If the article was jointly prepared by other authors, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JSS will not be held liable for anything that may arise due to the author(s) internal dispute. JSS will only communicate with the corresponding author.
Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by JSS.
Miscellaneous
JSS will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JSS's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
.png)
