Pengaruh Bauran Pemasaran terhadap Keputusan Peserta dalam Memilih Program Pelatihan Agribisnis di AGAVI Institute Kota Bandung

Abstract

AGNES MELANI. Pengaruh Bauran Pemasaran terhadap Keputusan Peserta dalam Memilih Program Pelatihan Agribisnis di AGAVI Institute Kota Bandung. Dibimbing oleh ANITA RISTIANINGRUM dan AMADEA SELMA AGNIA ELFATH. Persaingan antar lembaga pelatihan mendorong AGAVI Institute menerapkan strategi bauran pemasaran jasa yang efektif untuk meningkatkan daya tarik program pelatihan dan keputusan pemilihan peserta. Penelitian ini bertujuan mengidentifikasi karakteristik peserta, menganalisis implementasi dan pengaruh bauran pemasaran jasa (7P) terhadap keputusan pemilihan program pelatihan, serta menganalisis kelayakan finansial usaha pelatihan. Data diperoleh melalui observasi, wawancara, dan penyebaran kuesioner kepada 73 responden serta studi literatur dan dokumen perusahaan. Data dianalisis menggunakan analisis deskriptif, Partial Least Squares-Structural Equation Modeling (PLS-SEM), dan Revenue Cost Ratio (R/C Ratio). Hasil penelitian menunjukkan bahwa seluruh variabel bauran pemasaran jasa berpengaruh positif dan signifikan terhadap keputusan pemilihan program pelatihan, dengan variabel people sebagai faktor yang paling dominan. Implementasi strategi pemasaran meningkatkan jumlah peserta dari 73 menjadi 150 orang dan nilai R/C Ratio dari 1,07 menjadi 1,81, sehingga usaha pelatihan layak dikembangkan secara finansial.

AGNES MELANI. The Influence of Marketing Mix on the Decision to Choose Agribusiness Training Programs at AGAVI Institute Bandung City. Supervised by ANITA RISTIANINGRUM and AMADEA SELMA AGNIA ELFATH. Competition among training institutions encourages AGAVI Institute to implement an effective service marketing mix strategy to increase the attractiveness of its training programs and participants selection decisions. This study aimed to identify participant characteristics, analyze the implementation and influence of the service marketing mix (7P) on training program selection decisions, and evaluate the financial feasibility of the training business. Data were collected through observations, interviews, questionnaires involving 73 respondents, and company documents. Data were analyzed using descriptive analysis, Partial Least Squares-Structural Equation Modeling (PLS-SEM), and Revenue Cost Ratio (R/C Ratio). The results showed that all service marketing mix variables had a positive and significant effect on training program selection decisions, with people being the most influential variable. The marketing strategy increased the number of participants from 73 to 150 and improved the R/C Ratio from 1,07 to 1,81, indicating that the training business is financially feasible.