Pengaruh Promosi dan Kualitas Layanan Pendidikan terhadap Keputusan Mahasiswa Memilih Kuliah di Universitas Al-Azhar Medan

Abstract

This study aims to identify and analyze the influence of promotion and the quality of Educational Services on students' decisions to enroll at Al-Azhar University Medan. This research is associative in nature and uses quantitative data. The population in this study consist of active students of Al-Azhar University Medanfrom the 2020-2024 academic years, totaling 2.236 students. The sample size used in this study is 96 respondents. The data analysis technique mployed is multiple linear regression. The results of the study indicate that simultaneously, promotion and the quality of educational services have a significant effect on students’decisions toenroll at Al-Azhar University Medan. Partially, Promotion has a positive and significant effect on studentenrollment decisions. Likewise, the quality of educational service also has a positive and significant effect on students’ decisions to choose Al-azhar University Medan.