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Hartini Salamah
Faculty of Economics, Ibn Chaldun University, Jakarta
Decision Sciences, Operations Research & Management Social Sciences

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Effect of Marketing Strategy and Service Quality Against the Decisions of Parents Safitri Amelia; Hartini Salamah; Mohammad Sofyan
Ilomata International Journal of Management Vol 1 No 1 (2019): October 2019
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (472.379 KB) | DOI: 10.52728/ijjm.v1i1.31

Abstract

This study aims to analyze and determine the effect of marketing strategy variables and service quality on parents' decisions. In this study, the dimensions of marketing strategies include products, prices, promotions, places, people, processes and physical evidence. Service quality dimensions include reliability, responsiveness, confidence, empathy and tangibility. Quantitative methods with multiple linear regression analysis were processed using SPSS for windows version 22. The results showed that there were simultaneously the effects of marketing strategy and service quality variables on parents' decisions. Partially, the marketing strategy variable did not significantly influence the parents' decisions at PAUD Al Hidayah Pertiwi. While service quality variables significantly influence the decisions of parents of students in PAUD Al Hidayah Pertiwi.
Effect of Marketing Strategy and Service Quality Against the Decisions of Parents Safitri Amelia; Hartini Salamah; Mohammad Sofyan
Ilomata International Journal of Management Vol 1 No 1 (2019): October 2019
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (472.379 KB) | DOI: 10.52728/ijjm.v1i1.31

Abstract

This study aims to analyze and determine the effect of marketing strategy variables and service quality on parents' decisions. In this study, the dimensions of marketing strategies include products, prices, promotions, places, people, processes and physical evidence. Service quality dimensions include reliability, responsiveness, confidence, empathy and tangibility. Quantitative methods with multiple linear regression analysis were processed using SPSS for windows version 22. The results showed that there were simultaneously the effects of marketing strategy and service quality variables on parents' decisions. Partially, the marketing strategy variable did not significantly influence the parents' decisions at PAUD Al Hidayah Pertiwi. While service quality variables significantly influence the decisions of parents of students in PAUD Al Hidayah Pertiwi.
Co-Authors MOHAMMAD SOFYAN Safitri Amelia