Pengaruh Strategi Bauran Promosi terhadap Sikap Konsumen dalam Mengambil Keputusan Menjadi Mahasiswa pada Sekolah Tinggi Ilmu Manajemen Pase Langsa

Abstract

Nowadays business development is being in progress at full speed, and this has caused the competition to be tight, including the field of education, especially in Academies. A marketing strategy is needed to be able to win a competition, and one of the strategies which can significantly influence consumers’ attitude is promotion. The implementation of the effective promotion mix is extremely needed to obtain strong and quick response in influencing consumers’ attitude in making a decision to be students. The formulation of the problem in this research was about how the influence of the promotion mix strategy which consisted of advertisements, selling promotion, and public relations on the decision making of being students at the Academy of Management Pase, Langsa, through consumers’ attitude was. The aim of the research was to analyze the influence of the promotion mix strategy which consisted of advertisements, selling promotion, and public relations on the decision making of being students at the Academy of Management Pase, Langsa through consumers’ attitude. The theory used in the research was marketing management and consumers’ attitude which were related to the decision making. The data were collected by using interviews, questionnaires, and documentation. The samples were 116 respondents, selected by using proportional random sampling. The data were gathered by using questionnaires with interval scale measurement unit and analyzed by using classical assumption test, model test, linear regression and path analysis. The result of research showed that regression equation was the promotion mix consisted of advertisements, selling promotion, and public relations had positive and significant influence on the consumers’ attitude. The result of the analysis of linear regression 2 showed that the promotion mix and the consumers’ attitude had positive and significant influence on the decision making so that the variable consumers’ attitude was able to be the intervening variable because the standardized coefficient calculation for indirect influence of promotion mix on decision making through consumers’ attitude was bigger than direct influence of promotion mix on decision making. Therefore, it was recommended that promotion activities through advertisements, selling promotion, and public relations could be used as the reference in making a plan in receiving new students, that understanding the attitude of students as consumers could be used as a basis for improving the quality of managing the school so that consumers’ positive attitude could be shaped in their decision to become students of the Academy of Management Pase, Langsa.