Efek Komunikasi Pemasaran Terhadap Minat Melanjutkan Studi Di STIkes KHAS Kempek Dengan Citra Kampus Dan Kualitas Pendidikan Sebagai Variabel Intervening

Authors

  • Muhammad Arwani Universitas Kuningan
  • Lili Karmela Fitriani Universitas Kuningan
  • Yanneri Elfa Kiswara Rahmantya Universitas Kuningan

DOI:

https://doi.org/10.31949/entrepreneur.v5i3.11472

Abstract

Research Objectives are: 1) test the influence of marketing communications on campus images 2) test the impact of marketing communication on further study interests 3) test the effect of education quality on campus image 4) test the effects of campus images on further studies interests 5) test the quality of education on continuing study interest 6) test campus images in mediating the influences of market communication on student interests 7) test educational quality can mediate the influencing of marketing kommunikation on study interest. The population on this study is eleventh grade student MA KHAS Kempek by 2024 of 450 students. Sampling technique using proportional random sampling. The calculation of the number of samples using the Slovenian formula with a rate of error or a tolerable percentage of lack of study of 5% obtained a sample of 228 students. Research results are: 1) marketing communication has a positive and significant influence on campus image 2) marketing communications have a positive, significant impact on further interests of study 3) marketing communication have a significant and positive impact on the quality of education 4) campus image has no effect on further study interests 5) education quality has no influence upon further interest of study 6) campus image is able to partially mediate the influence of marketing communication on the further interest process of study 7) education quality is capable of mediating the impact of market communication on further studies interests.

Keywords:

Marketing Communications, Campus Image, Quality of Education, Interest in Advanced Studies

Downloads

Download data is not yet available.

References

Augusty, f. (2016). Metode penelitian manajemen. Semarang: badan penerbit universitas diponegoro.

Cavanagh, a. J., chen, x., bathgate, m., frederick, j., hanauer, d. I., & graham, m. J. (2018). Trust, growth mindset, and student commitment to active learning in a college science course. Cbe life sciences education, 17(1), 1–8. Https://doi.org/10.1187/cbe.17-06-0107

Chalil, r. D. (2020). Brand, islamic branding & rebranding. Peran strategi merek dalam menciptakan daya saing industri dan bisnis global. Jakarta: rajagrafindo persada.

Juliana, j., & johan, j. (2020). Pengaruh brand image terhadap proses keputusan memilih universitas dengan brand trust sebagai variabel intervening. Journal of business and banking, 9(2), 229. Https://doi.org/10.14414/jbb.v9i2.1978

Karno, e. (2019). Mutu pendidikan dan inovasi pembelajaran. Kendari: uho edupress.

Augusty, f. (2016). Metode penelitian manajemen. Semarang: badan penerbit universitas diponegoro.

Cavanagh, a. J., chen, x., bathgate, m., frederick, j., hanauer, d. I., & graham, m. J. (2018). Trust, growth mindset, and student commitment to active learning in a college science course. Cbe life sciences education, 17(1), 1–8. Https://doi.org/10.1187/cbe.17-06-0107

Chalil, r. D. (2020). Brand, islamic branding & rebranding. Peran strategi merek dalam menciptakan daya saing industri dan bisnis global. Jakarta: rajagrafindo persada.

Juliana, j., & johan, j. (2020). Pengaruh brand image terhadap proses keputusan memilih universitas dengan brand trust sebagai variabel intervening. Journal of business and banking, 9(2), 229. Https://doi.org/10.14414/jbb.v9i2.1978

Karno, e. (2019). Mutu pendidikan dan inovasi pembelajaran. Kendari: uho edupress.

Margono. (2016). Metodologi Penelitian Pendidikan. Jakarta : Rineka Cipta.

Mukhsin, M. (2022). Membangun Kualitas Hubungan Rantai Pasokan. Bandung: Media Sains Indonesia.

Nurmawati. (2019). Perilaku Konsumen & Keputusan Pembelian. Malang: Media Nusa Creative.

Nursaid, Purnomo, S. H., & Qomariah, N. (2020). The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students. 436, 156–161. https://doi.org/10.2991/assehr.k.200529.033

Peter, J. Paul & Jerry C. Olson. (2018). Customer Behavior & Marketing Stategy (Perilaku Konsumen & Strategi Pemasaran). Edisi Kesembilan. Cetakan Pertama. Jakarta: Salemba Empat.

Pham, L., Limbu, Y. B., Bui, T. K., Nguyen, H. T., & Pham, H. T. (2019). Does e- learning service quality influence e-learning student satisfaction and loyalty? Evidence from Vietnam. International Journal of Educational Technology in Higher Education, 16(1). https://doi.org/10.1186/s41239-019-0136-3

Warsito, C. I. S. D. D. W. (2022). Membranding Bank Syariah Melalui Citra, Standarisasi dan Niat Merekomendasikan. Malang: Literasi Nusantara Abadi.

Wibowo, Ratna Andi (2019). Manajemen Pemasaran. Semarang: Penerbit Universitas Semarang.

Wirjawan, T. W., Kusuma, R. W., & Guntur, M. (2021). Pengaruh Promosi, Lokasi, dan Kualitas Pelayanan Terhadap Proses Keputusan Mahasiswa Memilih Universitas Pelita Bangsa. Jurnal Pelita Ilmu, 15(02), 146–153.

Wiyata, M. T., & Awaliah, N. N. (2019). Pengaruh Budaya Dan Kepercayaan Merek Terhadap Proses Pengambilan Keputusan Mahasiswa Memilih Kuliah Di Institut Manajemen Wiyata Indonesia. Cakrawala, 2(April), 32–46.

Yolanda, A. N. N. A. S. (2021). Peranan Hubungan Masyarakat dalam Membangun Citra Perusahaan. Sumatera Utara: Cattleya Darmaya Fortuna.

Yusnita. (2019). Pola Perilaku Konsumen dan Produsen. Semarang: Alprin.

Downloads

Abstract Views : 105
Downloads Count: 68

Published

2024-11-15

How to Cite

Arwani, M., Fitriani, L. K., & Rahmantya, Y. E. K. (2024). Efek Komunikasi Pemasaran Terhadap Minat Melanjutkan Studi Di STIkes KHAS Kempek Dengan Citra Kampus Dan Kualitas Pendidikan Sebagai Variabel Intervening. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 5(3), 299–305. https://doi.org/10.31949/entrepreneur.v5i3.11472

Issue

Vol. 5 No. 3 (2024): November

Section

Articles

License

Copyright (c) 2024 Muhammad Arwani, Lili Karmela Fitriani, Yanneri Elfa Kiswara Rahmantya

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

COPYRIGHT NOTICE

An author who publishes in the Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan agrees to the following terms:
1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
2. The author is 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 the acknowledgment of its initial publication in this journal.
3. The author is permitted and encouraged to post his/her 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 the published work