Penelitian ini bertujuan untuk mengetahui pengaruh persepsi bauran komunikasi (penyerapan informasi mahasiswa atas iklan, promosi penjualan, personal selling dan publisitas yang dilakukan perguruan tinggi) terhadap proses keputusan mahasiswa memilih perguruan tinggi serta dampaknya pada loyalitas mahasiswa. Data penelitian diperoleh dari kuesioner yang disebarkan kepada 130 responden yaitu mahasiswa yang ada di wilayah Bekasi. Structural Equation Modelling (SEM) digunakan sebagai alat analisis menggunakan AMOS 23. Penelitian menghasilkan temuan bahwa penyerapan informasi atas bauran komunikasi berpengaruh terhadap proses keputusan mahasiswa dalam memilih perguruan tinggi dan berdampak pada loyalitas mahasiswa di wilayah Bekasi. Penyerapan informasi promosi penjualan dan publisitas berpengaruh positif terhadap proses keputusan memilih perguruan tinggi. Penyerapan informasi iklan dan personal selling tidak berpegaruh terhadap proses keputusan memilih perguruan tinggi. Proses keputusan memilih perguruan tinggi berpengaruh terhadap loyalitas mahasiswa.Kata kunci: Bauran Komunikasi; Iklan; Promosi Penjualan; Personal Selling; Publisitas; Proses Keputusan; Loyalitas
Marketing mix and customer satisfaction are two of the factors that are thought to be relatively large in influencing trust and have a large impact on loyalty. To prove the effect of each variable, this research was conducted with the aim to determine the effect of marketing mix, satisfaction and trust and its impact on loyalty. This research was conducted at Harvest City Housing by taking a sample of 100 consumers as research samples. The research used in this study is a causal type explanatory research that seeks to test the influence of variables in a structural model. The study was conducted by testing one exogenous variable and three endogenous variables. The research resulted in the findings of the model analysis results are feasible due to the influence of marketing mix, satisfaction and trust and their impact on consumer loyalty in the equation model 0.805 MM + 1-0.83 R2 = 0.17, 0.440 MM + 0.364 SC + error 0.89 R2 0.11 and 0.137 MM + 0.223 SC + 0.519 TR + error 0.82 R2 0.18 where: 1) The marketing mix affects satisfaction. 2) Marketing mix influences trust. 3). The marketing mix has no effect on loyalty. 4). Satisfaction does not affect Trust 5) Satisfaction does not affect loyalty. 6). Trust influences loyalty. Based on these findings, it is suggested to improve loyalty to improve the quality of the marketing mix, customer satisfaction and trust. Keywords : Marketing Mix, Satisfaction, Trust and Loyalty.
Penelitian ini berusaha menganalisis pengaruh literasi keuangan dan pendapatan usaha terhadap perilaku menabung pelaku Usaha Kecil Menengah (UKM). Data penelitian melalui kuesioner yang diberikan kepada 282 pelaku UKM di Depok dari berbagai bidang. Regresi ganda digunakan sebagai alat analisis diolah dengan SPSS 23. Temuan penelitian diperolehnya pengaruh literasi keuangan terhadap perilaku menabung pelaku UKM di Depok. Literasi keuangan para pelaku UKM yang makin baik akan meningkatkan perilaku menabung. Temuan lainnya dalam penelitian ini adalah tidak adanya pengaruh pendapatan usaha terhadap perilaku menabung para pelaku UKM. This study analyzed the influence of financial literacy, and business income on the saving behavior of small and medium enterprises (SMEs). The research data was obtained from questionnaires given to 282 SMEs in Depok from various fields. Multiple regression analysis is used where SPSS Version 23 is used as an analysis tool. The findings of the study obtained the influence of financial literacy on the saving behavior of SMEs in Depok. On the other hand, business income has no effect on the saving behavior of SMEs.
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