Pengaruh Periklanan, Publisitas dan Personal Selling Terhadap Strategi Kampus

Abstract

The role of education is a form of education of a country as a manifestation of love for its nation to create educated human beings and become noble people. This study aims to determine the effect of advertising, publicity and personal selling on students' decisions to choose to study at STAI Darul Ulum Banyuwangi with a quantitative descriptive research approach, STAI Darul Ulum students who were taken as samples in this study were 66 respondents with solvin techniques probability sampling The data analysis method to test the hypothesis that has been compiled uses a stepwise test through validity testing, reliability testing, classical assumption testing and multiple linear regression testing. Based on the results of multiple linear regression analysis by considering the hypothesis test consisting of the F test and T test, it can be concluded that based on the t test results, the advertising variable has a positive and significant effect on student decisions, indicated by the tcount value greater than ttable or 2,617 > 1,670 with a value significant 0.011 < 0.05. while the publicity variable has no significant effect on student decisions as indicated by the tcount value smaller than ttable 0.809 < 1.670 and a significant value 0.422 > 0.05. And the personal selling variable has a significant effect on student decisions. It is shown that the tcount value is greater than ttable 3,369 > 1,670 and a significant value of 0.001 < 0.05. Then from the results of the F test simultaneously the independent variables of advertising, publicity, and personal selling have a significant influence on the student's decision to choose to study at STAI Darul Ulum Banyuwangi indicated by the Fcount 32.249 > Ftable 2.753 and the significant value 0.000 <0.05. For the results of the R squer test (R2) of 0.60.9, it means that overall the variables are able to influence 60.9% on the student's decision to choose to study at STAI Darul Ulum Banyuwangi