Pengaruh Advertising Dan Kualitas Pelayanan Terhadap Proses Keputusan Pemilihan Universitas (Studi Kasus di Universitas Muhammadiyah Tangerang)
DOI:
https://doi.org/10.31000/jmb.v13i1.10859Abstrak
This research aims to determine the influence of advertising and service quality on the decision process of students choosing Muhammadiyah University, Tangerang. The research approach used in this research is quantitative research. Statistical tests were carried out which included simple regression tests, multiple regression tests, simple correlation tests, multiple correlation tests, and determination of determinant coefficients. And hypothesis testing is also carried out, including partial tests (t tests) and simultaneous tests (F tests). Data processing analysis used the SPSS version 23 program. The sampling technique used in this research was Sample Random Sampling, obtaining a sample of 133 respondents. The data collection technique uses a questionnaire given to students in the 2014 to 2017 academic year at Muhammadiyah University, Tangerang. The partial calculation results obtained for advertising tcount are greater than ttable, namely 6.275>1.652. And for service quality tcount is greater than ttable is 7.099>1.652. This means that partially there is a positive and significant contribution between advertising and service quality to the student decision process. Simultaneous testing obtained that Fcount was greater than Ftable, namely 34.721>3.04. This means that simultaneously there is a positive and significant contribution between advertising and service quality to the student decision processReferensi
Basu, Swastha. (2004). Manajemen Pemasaran
Modern, Irawan Liberty
Dorothea,W. A., (2004). Pengendalian Kualitas
Statistik (Pendekatan Kuantitatif dalam
Manajemen Kualitas). Penerbit CV Andi
Offset: Yogyakarta.
Eliza, Meilaningsih. (2015). Analisis Faktor
Pengambilan keputusan Mendaftar di Institusi
Pendidikan Tinggi Swasta (Studi Pada Program
D3 Manajemen Pemasaran Universitas Telkom
Angkatan 2014). Jurnal.
Ghozali, Imam. (2013). Aplikasi Analisis Multivariat
dengan Program IBM SPSS 21. Edisi ke-7.
Semarang: Penerbit Universitas Diponegoro.
Johnson, B and Christensen, L. (2012)Educational
Research: Quantitative, Qualitative, and Mixed
Approaches, (London: SAGE Publications, Inc.
Kotler, Philip. (2002). Manajemen Pemasaran di
Indonesia: Analisis, Perencanaan,
Implementasi dan Pengendalian. Salemba
Empat. Jakarta.
Kotler Philip. dan Keller Kevin Lane. (2012).
Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta.
Erlangga. Kotler Philip dan Kevin Lane Keller.
Manajemen Pemasaran.Edisi 13 Jilid 2.
Jakarta. Erlangga.
Sukmadinata, N. S. (2009) Metode Penelitian
Pendidikan, (Bandung: PT. Remaja
Rosdakarya.
Nasution. (2010). Manajemen Jasa Terpadu Total
Service Manajemen. Bogor. Ghalia Indonesia
Sugiyono, (2010). Metode Penelitian Bisnis. Cet.
Ke-15. Bandung: Alfabeta.
Sumarwan, Ujang. (2014). Perilaku Konsumen Teori
dan Penerapannya dalam Pemasaran. Bogor.
Ghalia Indonesia
Suryani, Tatik. (2012). Perilaku Konsumen Implikasi
pada Strategi Pemasaran. Yogyakarta. Graha
Ilmu
Tjiptono, Fandy. (2001). Strategi Pemasaran. Edisi
Pertama. Andi Ofset.Yogyakarta.
Universitas Muhammadiyah Tangerang. (2018).
Pedoman Penulisan Skripsi. Tangerang:
Fakultas Ekonomi dan Bisnis UMT 2018.
Universitas Muhammadiyah Tangerang. (2018).
Statuta Universitas Muhammadiyah
Vincent, Gaspersz, (2013). Marketing Innovation.
Gramedia Pustaka Indonesia
Wahyuni, Pardamean. (2016). Pengaruh Iklan,
Harga dan Kualitas Layanan Terhadap
Keputusan Pembelian Kartu Simpati di Institute
Perbanas. Jurnal.
Yushli Ana, Sunarto. (2018). Analisis faktor-faktor
yang mempengaruhi keputusan mahasiswa
memilih program studi pendidikan ekonomi FKIP
UNS (studi pada angkatan 2014 dan 2015).
Jurnal.
Yusa, Putra, Academia. (2018). Academica.edu.16
Oktober 2018.
Esha, Dian dan Pratama, Putra. (2022) Pengaruh
Inovasi Produk, Fasilitas, dan Kualitas
Pelayanan Terhadap Loyalitas Pelanggan Roti
Bakar 88 Kutabumi Tangerang. JMB, Vol 11,
No.1, Hal.17-28
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
The Authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright of the article shall be assigned to Indonesian Journal of Law and Policy Studies, Post Graduate in Law Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Jurnal Manajemen & Bisnis (JMB) right of first publication with the work simultaneously licensed under  Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).