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All Journal Islamic Management: Jurnal Manajemen Pendidikan Islam CITACONOMIA : Economic and Business Studies
Sitna Hajar, Elvira
Unknown Affiliation
Economics, Econometrics & Finance Education

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EDUCATIONAL MARKETING MIX INNOVATION TO INCREASE STUDENT ENTRY INTEREST Nurhasanah, Siti; Rahayu, Puji; Sitna Hajar, Elvira
Islamic Management: Jurnal Manajemen Pendidikan Islam Vol. 7 No. 001 (2024): Islamic Management: Jurnal Manajemen Pendidikan Islam Special Issue
Publisher : Sekolah Tinggi Agama Islam Al Hidayah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30868/im.v7i001.7378

Abstract

This study aims to analyze innovations in education marketing strategies at MI Al-Wathoniyah 22 Bekasi in increasing interest in entering schools. The qualitative method used in conducting this research is qualitative. Research data collection is done through interviews, observations, and document studies. The data analysis techniques are reducing data, presenting data, and finally drawing conclusions. The results showed that MI Al-Wathoniyah 22 innovated by implementing and maximizing seven marketing mixes: products, places, prices, promotions, human resources, physical evidence, and processes. Innovation in the educational marketing mix, especially in physical evidence and process elements. The use of advanced technology in learning, the design of adequate physical facilities, and the implementation of efficient admissions procedures are examples of innovations that can increase the attractiveness of schools and improve the overall quality of education services. This will increase the interest in prospective students entering the school.  
Analysis Of Millennial Preferences Between Life Goals And Career Stability In Private Companies Sitna Hajar, Elvira; Oktavia, Nila; Kohar, Abdul; Nurhakim, Rahman
CITACONOMIA : Economic and Business Studies Vol. 4 No. 02 (2025): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v4i02.2245

Abstract

This study examines Indonesian millennials' preferences between pursuing life goals and securing career stability in the private sector. Employing a quantitative approach, it surveyed 400 millennials (born 1981-1996) employed across four sectors: finance, technology, manufacturing, and retail. Data were gathered through an online survey using a validated instrument. Results identify three preference patterns: Pure Purpose-Driven (32%), prioritizing meaning over security; Stability-Dominant (42%), favoring job certainty; and Hybrid (26%), balancing both. Logistic regression (Nagelkerke R² = 0.68) indicates financial pressure as the key determinant, with economically burdened millennials 8.2 times more likely to opt for stability. Family collectivism significantly influences decisions, as 68% of respondents cite family expectations. Sectoral variations are notable, with technology showing higher purpose-driven tendencies. The study refines the "Millennial Paradox" by uncovering three concurrent tensions in Indonesian career choices: idealism versus pragmatism, individual autonomy versus familial obligations, and sectoral constraints versus personal aspirations. Practically, it proposes the "Purpose Within Stability" model, integrating work meaning with financial security to enhance human resource strategies in private firms.
Co-Authors Abdul Kohar Oktavia, Nila Puji Rahayu Rahman Nurhakim Siti Nurhasanah