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All Journal Jurnal Bisnis Manajemen dan Akuntansi
Yubaedah, Ida
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Economics, Econometrics & Finance

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THE INFLUENCE OF PROMOTIONAL STRATEGIES ON THE DECISION TO CHOOSE TO STUDY AT BESTARI UNIVERSITY SERANG Wijaya, Aden; Yubaedah, Ida
Jurnal Bisnis Manajemen dan Akuntansi Vol. 8 No. 1 (2026): JUBISMA
Publisher : LPPM UNIVERSITAS INSAN PEMBANGUNAN INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58217/jubisma.v8i1.258

Abstract

ABSTRACT This study aims to determine the influence of promotional strategies on the decision to study at Bestari University. The research method used was a quantitative survey. Data collection techniques included initial observations, interviews with the Vice Chancellor, and online questionnaires. Accidental sampling was used as the sampling technique. The results of this study revealed a regression equation: Y =8.207 + 0.568X, with a KD (R2) value of 0.473, or 47.3%. The Pearson correlation coefficient (0.696) ranged from 0.60 to 0.79, indicating a strong influence between promotional variables on the decision to study at Bestari University. The calculated t-value of 6.711 was greater than the t-table value of 0.67964, indicating a significant level (Sig t = 0.001 < 0.05). The remaining 52.7% was influenced by other variables not examined in this study. Keywords: Promotion Strategy, Decision to Choose to Study, Bestari University
Co-Authors Wijaya, Aden