PENGARUH PROMOTIONAL MIX, ATMOSPHERE, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN KULIAH

(Studi Kasus Mahasiswa Universitas Pelita Bangsa Kota Bekasi)

  • Nabilah Syifa Savira
  • Supartono Supartono Universitas Pelita Bangsa
  • Kurbandi SBR Pelita Bangsa University
https://doi.org/10.30656/jm.v13i1.6682
Abstrak views: 287 , Nabila (English) downloads: 242

Abstrak

Penelitian ini memiliki tujuan untuk mengetahui promotional mix, atmosphere, kualitas pelayanan terhadap keputusan kuliah baik secara parsial maupun simultan. Metode yang digunakan pada penelitian ini yaitu metode kuantitatif, dengan alat pengujian yang digunakan yaitu uji validitas, uji reabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, analisis regresi linear berganda, uji t (siginifikan parsial), uji f (simultan), dan uji determinasi (R2). Penelitian ini menggunakan sampel sebesar 81 responden dari mahasiswa Universitas pelita bangsa kota Bekasi. Dari hasil penelitian ini menunjukkan bahwa promotional mix memiliki pengaruh secara signifikan parsial terhadap keputusan kuliah. Atmosphere tidak memiliki pengaruh secara signifikan parsial terhadap keputusan kuliah. Kualitas pelayanan memiliki pengaruh secara signifikan parsial terhadap keputusan kuliah. Promotional mix, atmosphere, kualitas pelayanan memiliki pengaruh secara simultan. Besarnya Promotional mix, atmosphere, kualitas pelayanan memiliki pengaruh secara simultan sebesar 83,8%, maka 16,2% di pengaruhi variabel lain.

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2023-07-05
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Vol 13 No 1 (2023): Jurnal Manajemen
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