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All Journal Jurnal Ekonomi KIAT
Asril Asril
Universitas Islam Riau
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Mahasiswa Non-Muslim Memilih Studi di Fakultas Ekonomi Universitas Islam Riau Jelita Wahyuni Lubis; Asril Asril
Jurnal Ekonomi KIAT Vol. 32 No. 2 (2021): Desember 2021
Publisher : UIR Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/kiat.2021.vol32(2).8280

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh bauran pemasaran jasa terhadap keputusan mahasiswa Non-Muslim memilih studi di Fakultas Ekonomi dan Bisnis Universitas Islam Riau Kota Pekanbaru. Sampel penelitian ini berjumlah 71 responden dengan metode pengambilan sampel Accidental sampling . Metode Analisis data dilakukan secara deskriptif dan kuantitatif dengan alat analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa bauran pemasaran jasa ( Product, price, place, promotion, process, physical evidence, dan people) pada Fakultas Ekonomi dan Bisnis Universitas Islam Riau Kota pekanbaru memiliki pengaruh positif dan signifikan terhadap keputusan mahasiswa Non-Musllim. This study aims to determine and analyze the effect of the service marketing mix on the decision of non-Muslim students to choose to study at the Faculty of Economics and Business, Riau Islamic University, Pekanbaru City. The sample of this research is 71 respondents using the Accidental sampling method. Methods The data analysis was carried out descriptively and quantitatively by means of multiple linear regression analysis. The results showed that the service marketing mix (product, price, place, promotion, process, physical evidence, and people) at the Faculty of Economics and Business, Riau Islamic University, Pekanbaru City had a positive and significant influence on the decisions of Non- Muslim students.
Co-Authors Jelita Wahyuni Lubis