ANALISIS PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN MEMILIH SEKOLAH DASAR SERTA DAMPAKNYA TERHADAP KEPUASAN WALI MURID DI SD NEGERI GISIKDRONO 02 SEMARANG
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Putut, Grahma Putra
Subject
HB Economic Theory
Datestamp
2024-04-05 07:29:12
Abstract :
ABSTRACT This research aims to explain the analysis of the influence of the service marketing mix on the satisfaction of student parents which is mediated or by intervening variables in the decision to choose an elementary school. This research used a survey method by distributing questionnaires, with parents of students in grades 1, 2 and 3 as research objects (respondents). The population in this study were all parents of students from grades 1, 2 and 3. The data used was primary data from distributing questionnaires to parents. The sampling technique used was purposive sampling with a sample of 158 respondents. Data analysis used SmartPLS version 3. Then the results of this research stated that the influence of the marketing mix on the decision to choose had a significant positive effect, while the decision to choose an elementary school had a positive and significant effect on parent satisfaction. And finally, the Marketing Mix has a positive and significant effect on parent satisfaction through the decision to choose an elementary school. Key words: Marketing mix, decision to choose, parent satisfaction.
ABSTRACT This research aims to explain the analysis of the influence of the service marketing mix on the satisfaction of student parents which is mediated or by intervening variables in the decision to choose an elementary school. This research used a survey method by distributing questionnaires, with parents of students in grades 1, 2 and 3 as research objects (respondents). The population in this study were all parents of students from grades 1, 2 and 3. The data used was primary data from distributing questionnaires to parents. The sampling technique used was purposive sampling with a sample of 158 respondents. Data analysis used SmartPLS version 3. Then the results of this research stated that the influence of the marketing mix on the decision to choose had a significant positive effect, while the decision to choose an elementary school had a positive and significant effect on parent satisfaction. And finally, the Marketing Mix has a positive and significant effect on parent satisfaction through the decision to choose an elementary school. Key words: Marketing mix, decision to choose, parent satisfaction.
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