The Effect of Marketing Mix on The Interest of Prospective Students at Lamappapoleonro University
DOI:
https://doi.org/10.37476/presed.v3i1.133Kata Kunci:
marketing mix, student interest, Lamappapoleonro UniversityAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap minat mahasiswa baru di Universitas Lamappapoleonro. Komponen bauran pemasaran yang diteliti meliputi produk (program studi), harga (biaya kuliah), tempat (lokasi universitas), promosi (strategi pemasaran), dan orang (tenaga pengajar serta layanan).
Sampel penelitian terdiri atas 775 calon mahasiswa yang mendaftar pada periode penerimaan tahun 2025. Dengan menggunakan pendekatan kuantitatif dan analisis regresi linier berganda, hasil penelitian menunjukkan bahwa secara simultan, bauran pemasaran berpengaruh signifikan terhadap minat mahasiswa.
Secara parsial, promosi dan kualitas tenaga pengajar (people) memiliki pengaruh paling kuat terhadap minat calon mahasiswa.
Implikasi praktis dari penelitian ini adalah Universitas Lamappapoleonro perlu memperkuat strategi promosi serta meningkatkan kualitas citra dosen dan layanan kampus guna menarik lebih banyak calon mahasiswa.
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Hak Cipta (c) 2025 Proceeding of Research and Civil Society Desemination
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