Evaluasi Penentu Minat Studi Pada Perguruan Tinggi Swasta dengan Perspektif Marketing Mix

Valentino Rahman

Abstract


This research is motivated by the impact of the era of disruption that has an impact on the world of education. Dahani Dahanai College of Economics must also undertake various strategies as one of the institutions engaged in education services. One of these strategies is the Marketing Mix Strategy in marketing the Education services. The purpose of this study was to identify the influence of the Marketing Mix dimensions, namely Product, Price, Promotion, and Distribution carried out by STIE Dahani Dahanai on Study Interest. The sample in this study were students. The results of this study indicate that the dimensions of product, price, and promotion have a significant effect on study interest at STIE Dahani Dahanai, while the distribution dimension does not have a significant effect. The product dimension has the most significant influence on interest in college because it is related to the study program offered by STIE Dahani Dahanai which is a Management Study Program which is quite attractive to students.

Keywords: Marketing Mix, Product, Price, Promotion, Distribution, Study Interest.


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DOI: http://dx.doi.org/10.31602/atd.v5i2.4366

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