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Warisa, Walma
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of Marketing Mix And Ahlussunnahwaljamaah's Label On The Decisions Of College Students At IUQI Bogor: Introduction, theoretical study, research methods, results and discussion, bibliography Roisiyatin; Warisa, Walma
e-Journal Ekonomi Bisnis dan Akuntansi Vol. 12 No. 1 (2025): e-JEBA Volume 12 Number 1 Year 2025
Publisher : UPT Penerbitan Universitas Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/ejeba.v12i1.53693

Abstract

This research aims to analyze the influence of the marketing mix (7P) and the Ahlussunnahwaljamaah (Aswaja) label on students' decisions to study at the Ummul Quro Al Islami Institute (IUQI) Bogor. Using a quantitative approach with explanatory research, this research involved a population of 1,613 IUQI Bogor students with a sample of 94 respondents selected using a simple random sampling technique. Primary data was collected using a questionnaire and analyzed using multiple linear regression. The research results show that partially, physical evidence and the Aswaja label have a significant effect on student decisions, while the product, promotion, price, people, place and process variables do not have a significant effect. However, simultaneously, all marketing mix variables and the Aswaja label have a significant positive effect on student decisions with a coefficient of determination value of 78.4%. The implication is that IUQI Bogor needs to maintain and improve the quality of its physical facilities and strengthen the Aswaja label as a differentiation in its marketing strategy, while continuing to optimize other marketing mix elements to increase the institution's attractiveness.
ANALISIS MARKETING MIX DAN LABEL AHLUSSUNNAHWALJAMAAH TERHADAP KEPUTUSAN MAHASISWA KULIAH DI IUQI BOGOR: (ANALYSIS OF MARKETING MIX AND AHLUSSUNNAHWALJAMAAH'S LABEL ON THE DECISIONS OF COLLEGE STUDENTS AT IUQI BOGOR) Roisiyatin, Roisiyatin; Warisa, Walma
e-Journal Ekonomi Bisnis dan Akuntansi Vol. 12 No. 1 (2025): e-JEBA Volume 12 Number 1 Year 2025
Publisher : UPT Penerbitan Universitas Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/ejeba.v12i1.53693

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh marketing mix (7P) dan label Ahlussunnahwaljamaah (Aswaja) terhadap keputusan mahasiswa kuliah di Institut Ummul Quro Al Islami (IUQI) Bogor. Menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori, penelitian ini melibatkan populasi 1.613 mahasiswa IUQI Bogor dengan sampel 94 responden yang dipilih melalui teknik simple random sampling. Data primer dikumpulkan menggunakan kuesioner dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial, physical evidence dan label Aswaja berpengaruh signifikan terhadap keputusan mahasiswa, sementara variabel product, promotion, price, people, place, dan process tidak berpengaruh signifikan. Namun secara simultan, seluruh variabel marketing mix dan label Aswaja berpengaruh positif signifikan terhadap keputusan mahasiswa dengan nilai koefisien determinasi sebesar 78,4%. Implikasinya, IUQI Bogor perlu mempertahankan dan meningkatkan kualitas fasilitas fisik serta memperkuat label Aswaja sebagai diferensiasi dalam strategi pemasarannya, sambil tetap mengoptimalkan elemen marketing mix lainnya untuk meningkatkan daya tarik institusi.
Co-Authors Roisiyatin Roisiyatin, Roisiyatin