PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN ORANG TUA MENYEKOLAHKAN ANAKNYA DI MI ISTIQOMAH SAMBAS PURBALINGGA (StudiPada MI Istiqomah Sambas Purbalingga) AGENG TRIAWATI

AGENG TRIAWATI, 1522201042 (2019) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN ORANG TUA MENYEKOLAHKAN ANAKNYA DI MI ISTIQOMAH SAMBAS PURBALINGGA (StudiPada MI Istiqomah Sambas Purbalingga) AGENG TRIAWATI. Skripsi thesis, IAIN.

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Abstract

.Marketing for educational institutions is absolutely necessary. Currently in Indonesia there are many emerging private education institutions, this condition also occurs in Purbalingga Regency.Madrasah Ibtidaiyah (MI) is the most basic level in formal education which is equivalent to elementary school. The purpose of this study is to find out whether the product, price, place, promotion, people, process and physical evidence have a simultaneous effect on the decision of parents to send their children to MI IstiqomahSambas Purbalingga. This research uses quantitative research methods. The population in this study were parents of MI IstiqomahSambasPurbalingga students with 94 respondents.The sampling method used is stratisfied random sampling with data collection techniques using a questionnaire.Data analysis was done through Spearman Rank Correlation, Kendall W Concordance Coefficient and Ordinal Regression Analysis with SPSS application tools (Statictical Product and Service Solution). Based on the results of spearmanrank correlation analysis it was concluded that product, price, place, promotion, people, process and physical evidence partially had a positive correlation with the decision of parents to send their children to MI IstiqomahSambasPurbalingga.Then in the concordance kendall w concluded that the product, price, place, promotion, people, process and physical evidence simultaneously influence the decision of parents to send their children to the MI IstiqomahSambasPurbalingga.The results of the analysis using ordinal regression in the Parameter Estimates table show that the independent variables product, price, place, promotion, people and process together have a simultaneous influence on the parents' decision to send their children to MI Istiqomah Sambas Purbalingga.

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