Strategi Bauran Pemasaran Yayasan Sekolah Dasar Kartini Medan

Abstract

This study is motivated by the increasing competition among schools in attracting parents' interest in selecting a school, particularly at SD Kartini Medan. The research aims to analyze the influence of the marketing mix, which consists of product, price, location, promotion, human resources, physical evidence, and process, on parents' decision to choose SD Kartini Medan, both partially and simultaneously. The study employs multiple linear regression analysis with partial testing (t-test) and simultaneous testing (F-test). The research sample consists of 127 parents, selected using the Slovin formula with a random sampling technique. Data were collected through questionnaires and processed using SPSS 30 software. The results indicate that, partially, the variables of product, price, location, promotion, human resources, physical evidence, and process have a positive influence on parents' decisions in choosing SD Kartini Medan. Simultaneously, the marketing mix (7P) also has a positive and significant impact on this decision. These findings suggest that the implementation of an optimal marketing strategy can enhance the school's attractiveness.