PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN SISWA DALAM MEMILIH SEKOLAH MENEGAH KEJURUAN (SMK)

(STUDI KASUS DI SMK NUSANTARA 1 CIPUTAT, TANGERANG SELATAN PERIODE MARET – MEI 2018)

Abstract

This research is meant to find out the influence of service marketing mix which consist of product, price, place, promotion, people, process, and physical evidence to the student decision in choosing school at Nusantara 1 vocational high school Ciputat. this type of research is descriptive research. The population is all students of class at Nusantara 1 vocational high school Ciputat. The samples are 85 students who have been selected at the respondents. The sample collection technique has been done by using simple random sampling method. Data collection techniques used in this study using primary data obtained through quetionnaires in the form of a quetionnaires with likert scale that has been deployed and was answered by 85 respondents who had been tabulation in Microsoft Excel 2010 and calculated based SPSS version 22.0. The multiple linier regressions analysis are used as the data analysis technique. The result of the test shows as follows : Y = 14,366 + 0,352 X₁ +0,727 X₂ + (-0,674) X₃ + 0,482 X₄ + 0,373 X₅ + (-0,300) X₆ + 0,007 X₇. The results show that partially product, price, location, promotion, and people have significant effect while process and physical evidence do not have significant influence to student decision school at Nusantara 1 vocational high school Ciputat.