Rahman, Dea Yulia (2013) PENGARUH MARKETING PUBLIC RELATIONS DAN WORD OF MOUTH MARKETING TERHADAP KEPUTUSAN MENGGUNAKAN JASA BIMBINGAN BELAJAR SSC : Survei Pada Siswa SSC Unit Badak Singa Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pendidikan adalah salah satu hal yang dianggap sangat penting oleh masyarakat modern Indonesia saat ini. Adapun jenjang pendidikan formal di Indonesia dimulai dari Sekolah Dasar (SD), Sekolah Menengah Pertama (SMP), Sekolah Menengah Atas (SMA) dan Perguruan Tinggi. Jenjang pendidikan formal tertinggi adalah perguruan tinggi. Persiapan matang diperlukan siswa agar dapat mengenyam pendidikan di perguruan tinggi favorit dan berkualitas. Hal tersebut menjadi momentum lembaga bimbingan belajar menarik siswa untuk menggunakan jasa bimbingan belajarnya. Persaingan antar lembaga bimbingan belajar semakin tinggi, SSC harus dapat menyiapkan strategi agar dapat mengetahui keinginan dan kebutuhan target konsumennya sehingga meningkatkan jumlah pengguna jasa bimbingan belajar. Tujuan penelitian ini adalah untuk mengetahui gambaran marketing public relations, word of mouth marketing, keputusan menggunakan jasa bimbingan belajar dan sejauh mana hubunganmarketing public relations, word of mouth marketing, terhadap keputusan menggunakan jasa bimbingan belajar. Jenis penelitian yang digunakan adalah penelitian penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah simple random sampling, populasi penelitian merupakan siswa SSC Unit Badak Singa Bandung yang berjumlah 186, dan dengan menggunakan rumus sampel, diperoleh jumlah sampel sebanyak 72 responden. Teknik analisis menggunakan koefisien korelasi pearson product moment, dan analisis regresi linier berganda. Hasil pengolahan data kuesioner menunjukkan bahwa marketing public relations,word of mouth marketing, dan keputusan menggunakan jasa bimbingan belajarkategori tinggi. Hasil perhitungan regresi berganda didapat persamaan Y=3,418+0,555X1+0,703X2 dengan R-square sebesar 40,1% yang berarti bahwa besarnya pengaruh atribut produk terhadap keputusan pembelian adalah sebesar 40,1% sedangkan sisanya 59,1% dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Saran untuk penelitian berikutnya diharapkan peneliti melakukan studi terhadap SSC secara lebih luas seperti mempertimbangkan faktor-faktor lain yang mempengaruhi keputusan menggunakan jasa. Kata Kunci: Marketing Public Relations, Word of Mouth Marketing, Keputusan Menggunakan Jasa. Education is one of the things that are considered very important to modern Indonesian society today. As for formal education in Indonesia starting from elementary school (SD), Junior High School (SMP), Senior High School (SMA) and college. Highest formal education level is College. Preparation required of students to be college educated and qualified favorites. It is a momentum tutoring agencies attract students to use learning guidance services. Competition among tutoring agencies are rising, the SSC should be able to prepare a strategy in order to know the wants and needs of the target consumer thereby increasing the number of users of tutoring services. The purpose of this study was to describe the attributes of the marketing public relations, word of mouth marketing, using services decisions and the extent to which marketing public relations and word of mouth marketing on using services decisions. Type of research is descriptive research and verification. The sampling technique used was simple random sampling, the study population is student in SSC Badak Singa Bandung, amounting to 186, and by using the formula samples, obtained total sample of 72 respondents. Engineering analysis using Pearson product moment correlation coefficient and simple linear regression analysis. The results of the questionnaire showed that the data processing product attributes and purchase decisions that are in the high category. Multiple regression calculation results obtained equation Y= 3,418+0,555X1+0,703X2 with R-square of 40,1% which means that the magnitude of the effect of product attributes on purchase decisions amounted to 40,1%, while the remaining 59,1% is influenced by other factors not examined by researchers. Suggestions for the next study is expected to researchers conducted a study of SSC more broadly as consideringother factors that influence using services decisions. Keyword: Marketing Public Relations, Word of Mouth Marketing, Using Services Decisions
| Item Type: | Thesis (S1) |
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| Subjects: | Universitas Pendidikan Indonesia > Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | DAM STAF Editor |
| Date Deposited: | 12 Dec 2013 02:51 |
| Last Modified: | 12 Dec 2013 02:51 |
| URI: | http://repository.upi.edu/id/eprint/4077 |
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