Pengaruh Harga Dan Promosi Terhadap Keputusan Pemilihan SMA Plus PGRI Cibinong Sebagai Tempat Melanjutkan Pendidikan

Abstract

Today the growth of schools in Indonesia are increasing rapidly, it is marked on the emergence of new schools in Indonesia. With the increasing number of schools that are so competitive schools, especially private schools to get new students is getting tougher. It requires a good marketing strategy in order to private schools to survive. One of the private schools participating in the competition is SMA PGRI Cibinong Plus, the school is one of the schools under the Foundation PGRI residing in District Cibinong Bogor regency of West Java. In the marketing strategies there are a few things to consider, such as price and promotion. In determining the pricing strategy there are several important aspects, including aspects of customer, competitor and market aspects and aspects of the image and quality. In determining promotion strategies promotional mix there could be a good strategy, including direct promotion, advertising and interactive media. In addition to marketing strategy should be prepared, the school must also be able to meet the needs of their customer, so that the students would decide the selection of the school they go to. It should be considered in terms of customer decisions are cultural factors, social factors, individual factors. Of all the existing strategies, the researchers will analyze whether there is the influence of price and promotion on selection decisions SMA Plus PGRI Cibinong as a place to continue their education. The purpose of this study was (1) to analyze the effect of price on the decision SMA Plus PGRI Cibinong election as a place to continue their education. (2) analyze the effect of the decision of the election campaign PGRI Cibinong Plus High School as a place to continue their education. Analysis tools used in this research is descriptive analysis and multiple linear regression using statistical software SPSS version 15.0 for Windows and Microsoft Excel 2010. From the data processing obtained that price and promotion are jointly significant effect on consumer decisions, calculated F value of 32.612 with a p-value of 0.006 or <level of significant. Of two variables that exist, price (p-value 0.000 <level of significant) and promotion (p-value 0.027 <level of significant) which is partially significant effect on the selection decision SMA Plus PGRI Cibinong as a place to continue their education