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The Effect of Promotional Mix on Students’ Decisions in Selecting Narotama University to Meet the Need For
Higher Education
Asep Kurniawan, Agus Baktiono
Faculty of Economics and Business Narotama University Surabaya, Indonesia [email protected], [email protected]
Abstract
The purposes of this study are to: (1) determine the promotional mix factors have a partial effect on student decisions in choosing Narotama University to continue higher education. (2) know the promotional mix factor has a simultaneous effect on student decisions in choosing Narotama University to continue higher education. The samples were quota sampling technique, purposive sampling technique. The number of samples were 100 respondents. The data analysis technique was multiple linear regression analysis techniques. The result showed that: (1) There was an effect of promotional mix on students' decision to choose Narotama University class of 2020. It was indicated by the probability value of 0.000 <0.05. (2) The results of data calculation for the advertising variable had a significance level of 0.220, the sales promotion variable had a significance level of 0.110, the personal selling variable had a significance level of 0.002, the publicity variable had a significance level of 0.284 and the direct marketing variable had a significance level of 0.383, it could be concluded that the variable advertising, sales promotion, personal selling, publicity, and direct marketing had an influence on student decisions.
Keywords
Advertising, Direct marketing, Personal selling, Publicity sales promotion, Student Decision
1. Introduction
Higher education is the highest educational institution in the national education system in all countries.
Globalization has led to very competitive competition in the world of educational services. Higher education institutions compete with each other to develop all their potential and abilities to attract prospective students. This competitiveness is strongly influenced by the performance of the management of the university concerned in planning a strategy oriented in order to build high competitiveness.
Apart from the increasingly fierce competition, another problem faced by universities is the increasingly critical students in making decisions to choose a university as a place to gain knowledge. Prospective students can choose from many educational alternatives offered so that they can pay attention to the educational model and job prospects after graduating from college. To attract prospective students to be interested in the educational programs offered, universities need to develop a marketing strategy to win the competition
The number of students is strongly influenced by the desire of prospective students to decide to continue their studies at Narotama University. Based on the above, the researcher considers that research on the factors that influence student behavior in choosing to continue studying at private universities is needed, especially in marketing strategies to maintain or increase the number of students in the future.
Every university, especially Narotama considers that promotion is an important thing to understand by all levels of Narotama University developers. The promotion of educational products at higher education requires Narotama to continue to develop in various aspects of the promotional mix that is carried out
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Table 1. Narotama University Promotion Mix Program No Promotion type Media Promotional activities
/ indicators Information
1 Advertising
Outdoor Media banner 4x1m Front of Campus
Billboard 6x4 m Front of Campus Print and
electronic media Media Advertising
Surya Newspaper Radar Newspaper Jawa Pos Newspaper
2 Sales Promotion
Scholarship and Invitation path
Scholarship The first 100 registrants are free of admission fees 50% admission fee
3 Personal Selling
Socialization Presentation School, instasi, out of town Exhibition School, out of town
Fiyering at the carefreeday event
4 Publicity
Press Relations
News
Radio Suara Surabaya
Sponsorship M Radio
Product Publicity Online media Advertising, FB, IG and Youtube
5 Direct Marketing
Facebook Funpage
Offering letter
Offer letter to high schools
e-mail Offer letter to companies2
Telephone Letter of offer to Government
agencies
SMS Blast SMS received by passing
motorists
Based on the above background, the authors are interested in conducting research by raising the topic of this promotion with the title "The Effect of Promotion Mix on the Interests of Prospective Students to Enter Narotama University" the purpose of this research is
1) Does the promotional mix consisting of advertising, sales promotion, personal selling, publicity, and direct marketing have a partial effect on students' decisions in choosing Narotama University to continue their higher education level?
2) Does the promotional mix consisting of advertising, sales promotion, personal selling, publicity, and direct marketing have a simultaneous effect on students' decisions in choosing Narotama University to continue their higher education level?
2. Literature Review
According to Kotler, Philip; Armstrong (2008) advertising is any form of non-personal presentation and promotion of ideas, goods or services by certain sponsors that must be paid for. Indicator
Sales Promotion According to Kotler, Philip; Armstrong, (2008) Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service. For example, discounts, coupons, displays, and demonstrations. Based on the above definition, it can be concluded that Sales Promotion is a communication activity that is not advertising, publicity, or personal selling. The goal is to attract consumers to buy, namely by making displays in shops, exhibitions and demonstrations using sales tools such as posters, leaflets, and sticky images.
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Individual Sales (Irawan., 2008) put forward the definition of personal selling in their book Modern Marketing Management as follows, "Personal selling is an oral presentation in a conversation with one or more prospective buyers aimed at creating sales."
Public Relations Meanwhile, according to Kotler, Philip; Armstrong (2008) defines public relations as building good relationships with various groups to get the desired publicity, building a good corporate image, and dealing with or dealing with rumors, news, and unpleasant events. From the above definition, it can be concluded that publicity is beneficial, examples of publicity that benefit a person or organization generally do not provide or do not monitor their media, so it can happen that a person or organization does not know that he has been published.
Direct Marketing (Kotler, Philip; Armstrong, 2008) defines direct marketing as direct relationships with individual consumers who are carefully targeted to elicit immediate responses and build lasting customer relationships - the use of direct mail, telephone, direct response television, email, the internet, and other means of communicate directly with certain consumers. Forms of direct marketing include Personal Selling, Direct Post Marketing, Catalog Marketing, Telephone Marketing, Direct Response Television Marketing, Kiosk Marketing, New Digital Direct Marketing Technologies, and Online Marketing
3. Conceptual Framework
Advertising (X1) Sales Promotion
(X2) Personal Selling
(X3)
Publicity (X4) Direct Marketing
(X5)
Decision to Register at Narotama
(Y)
Figure1. Framework for research concept
4. Methodology
This study uses a quantitative approach, because it uses numbers, starting from data collection, data interpretation, and display of results. In this study, researchers used primary data. The variables of this study consisted of independent variables including Advertising, Sales Promotion, Personal Selling, Publicity and Direct Marketing; The student's decision in choosing Narotama University as the dependent variable. This study uses a population of new students of class 2020 data obtained from the academic and registration section of Narotama University. The samples collected were 100. The data analysis technique used multiple linear regression analysis.
Partial Test Simultaneous test
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4. Results and Discussion
4.1. Validity Test
Table 2. Item-Total Statistics
C
According to V. Wiratna Sujarweni (2014)
1. If the value of R count > R table product moment then the items in the questionnaire are declared valid 2. If the value of R count <R table product moment, then the questionnaire items are declared invalid From the data above, all R count is greater than R table then it is declared valid
4.2. Realibility Test
Table 3. Reliability Statistics
Cronbach's Alpha Part 1 Value .936
N of Items 15a
Part 2 Value .932
N of Items 15b
Total N of Items 30
Correlation Between Forms .850
Spearman-Brown Coefficient Equal Length .919
Unequal Length .919
Guttman Split-Half Coefficient .914
a. The items are: x1.1, x1.2, x1.3, x1.4, x1.5, x2.1, x2.2, x2.3, x2.4, x2.5, x3.1, x3.2, x3.3, x3.4, x3.5.
b. The items are: x4.1, x4.2, x4.3, x4.4, x4.5, x5.1, x5.2, x5.3, x5.4, x5.5, y1.1, y1.2, y1.3, y1.4, y1.5.
1. Reliability Test
According to Sarwono (2006)
1. If the correlation of the Guttman split half coefficient is > 0.80, the research instrument is declared reliable 2. If the correlation of the Guttman split half coefficient <0.80, the research instrument is declared unreliable
From the data above, the correlation of the guttman split half coefficient is 0.914> 0.80, so the research instrument is declared reliable
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item-Total Correlation (R hitung)
Cronbach's Alpha if Item Deleted
x1.1 93.1531 409.306 .744 .961
x1.2 93.2143 408.871 .755 .961
x1.3 93.5510 413.673 .702 .961
x1.4 93.5816 414.803 .707 .961
x1.5 93.5816 410.019 .780 .960
x2.1 93.1429 408.103 .638 .962
x2.2 92.7755 419.764 .480 .963
x2.3 92.1531 427.698 .365 .963
x2.4 93.1327 413.456 .642 .961
x2.5 92.4796 423.345 .545 .962
x3.1 93.1939 409.189 .742 .961
x3.2 93.6122 406.590 .721 .961
x3.3 93.7653 409.274 .763 .961
x3.4 93.4796 404.747 .844 .960
x3.5 93.0204 412.948 .709 .961
x4.1 93.4796 409.386 .803 .960
x4.2 93.3878 409.126 .773 .960
x4.3 93.6327 410.812 .812 .960
x4.4 92.6429 412.851 .625 .962
x4.5 93.3878 403.415 .856 .960
x5.1 93.3980 414.819 .652 .961
x5.2 93.7143 419.258 .555 .962
x5.3 92.8571 418.557 .531 .962
x5.4 92.9592 421.607 .558 .962
x5.5 92.9286 418.933 .655 .961
y1.1 92.6327 421.183 .648 .961
y1.2 92.5510 421.549 .682 .961
y1.3 92.6224 423.021 .626 .962
y1.4 92.6429 420.479 .691 .961
y1.5 92.5000 426.789 .470 .962
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Table 4. Multiple Linear Regression Test
Model Universitas Narotamatandardized Coefficients B
(Constant) 1.941
Advertysing -.120
Sales Promotion .139
Personal Selling .336
Publicity .131
Direct Marketing .083
Source: Data processed with SPSS From the multiple linear equation above, it can be described as follows:
1. The regression coefficient for the advertysing variable (X1) is -0.102, which means that the advertysing variable has the opposite direction, in increasing adverting, it actually decreases student decisions in choosing Narotama University. This is because consumers may think that the advertysing (X1) set by Narotama University has an impact on increasing prices and results in decreasing student decisions in choosing Narotama University. While the coefficient of -0.102 means that a decrease in one unit of the adverting variable with the assumption that the other independent variables are constant will cause a decrease in student loyalty by -0.102.
2. The sales promotion variable regression coefficient (X2) is 0.154 which means that sales promotion has a positive influence on the student loyalty variable. While the coefficient of 0.154 means that an increase in one unit of the sales promotion variable with the assumption that other independent variables are constant will cause an increase in student loyalty by 0.154.
3. Personal selling variable regression coefficient (X3) of 0.338 means that personal selling has a positive influence on student loyalty variables. While the coefficient of 0.338 means that an increase in one unit of the public relations variable with the assumption that the other independent variables are constant will cause an increase in student loyalty by 0.338.
4. The regression coefficient of the publicity variable (X4) is 0.134, which means that publicity has a positive influence on student loyalty. While the coefficient of 0.134 means that an increase in one unit of the publicity variable with the assumption that the other independent variables are constant will cause an increase in student loyalty by 0.134.
5. The direct marketing variable regression coefficient (X5) is 0.036 which means that direct marketing has a positive influence on student loyalty variables. While the coefficient of 0.036 means that an increase in one unit of the direct marketing variable with the assumption that the other independent variables are constant will cause an increase in student loyalty by 0.036.
Table 5. Partial Test (Test T)
Model B t Sig. Result
(Constant) 1.941 7.464 .000
Advertising -.120 -1.233 .220 not significant
Sales Promotion .139 1.613 .110 not significant
Personal Selling .336 3.235 .002 Significant
Publicity .131 1.078 .284 not significant
Direct Marketing .083 .877 .383 not significant
Source: Data processed with SPSS 1. First Hypothesis Test
Advertising has a significant positive effect on student decisions in choosing Narotama University. The partial test results on the Advertising variable (X1), the regression coefficient of -0.120 (negative), with tcount (- 1.233) and significance (0.220) when compared to ttable (1.98580), then tcount <ttable and significance> 𝛼 (0 , 05) assuming other variables are considered constant, it can be concluded that Advertysing has no effect on student decisions in choosing Narotama University. Based on the above analysis, it can be concluded that H1 which states Advertising has a significant positive effect on student decisions in choosing Narotama University is rejected.
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Sales Promotion has a significant positive effect on student decisions in choosing Narotama University.
The results of the partial test on the Sales Promotion variable (X2), the regression coefficient of 0.139 (positive), with t (1.613) and significance (0.110) when compared with t table (1.98580), then tcount <ttable and significance> 𝛼 (0, 05) assuming other variables are considered constant, it can be concluded that the Sales Promotion has no effect on student decisions in choosing Narotama University. Based on the above analysis, it can be concluded that H2 which states that Sales Promotion has a significant positive effect on student decisions in choosing Narotama University is rejected.
3. Third Hypothesis Test
Personal Selling has a significant positive effect on student decisions in choosing Narotama University.
The results of the partial test on the Personal Selling variable (X3), the regression coefficient of 0.336 (positive), with tcount (3.235) and significance (0.002) when compared with t table (1.98580), then tcount> ttable and significance <𝛼 (0.05) assuming other variables are considered constant, it can be concluded that personal selling has a significant positive effect on student decisions in choosing Narotama university. Based on the above analysis, it can be concluded that H3 which states Personal Selling has a significant positive effect on student decisions in choosing Narotama university is accepted.
4. Fourth Hypothesis Test
Publicity has a significant positive effect on student decisions in choosing Narotama University. The results of the partial test on the variable Publicity (X4), the regression coefficient of 0.131 (positive), with t (1.078) and significance (0.284) when compared with t table (1.98580), then tcount <ttable and significance> 𝛼 (0.05 ) assuming other variables are considered constant, it can be concluded that Publicity has no effect on student decisions in choosing Narotama University. Based on the above analysis, it can be concluded that H4 which states Publicity has a significant positive effect on student decisions in choosing Narotama University is rejected.
5. Fifth Hypothesis Test
Direct Marketing has a significant positive effect on student decisions in choosing Narotama University.
The partial test results on the Direct Marketing variable (X5), the regression coefficient of 0.083 (positive), with t (0.877) and significance (0.383) when compared with t table (1.98580), then tcount <ttable and significance> 𝛼 (0, 05) assuming other variables are considered constant, it can be concluded that Direct Marketing has no effect on student decisions in choosing Narotama University. Based on the analysis above, it can be concluded that H5 which states Direct Marketing has a significant positive effect on student decisions in choosing Narotama University is rejected.
Table 6. Simultaneous Test (Test F)
F Sig Result
17.331 .000 Significant
Source: Data processed with SPSS
The simultaneous test results show that Fcount (17,331) and sig. (0.000) when compared to Ftable (2.31), then Fcount> Ftable and sig. <α 0.05, so it can be concluded that the model in this study is significant. From the above analysis it can be concluded that H6 which states Advertysing, Sales Promotion, Personal Selling, Publicity and Direct Marketing has a significant positive effect.
6. Conclusion
This study aims to prove the effect of advertising, sales promotion, personal selling, publicity and direct marketing on student decisions in choosing Narotama University, based on the results of multiple linear regression tests, the following conclusions can be drawn:
The partial test results show that personal selling (X3) has a significant positive effect on student decisions in choosing Narotama University (Y). This means that high personal selling will be followed by an increase in student decisions in choosing Narotama University.
And for advertising (X1), sales promotion (X2), publicity (X4) and direct marketing (X5) have no effect on student decisions in choosing Narotama University (Y).
The simultaneous test results show that the promotional mix variable consisting of adverting (X1), sales promotion (X2), Personal Selling (X3), Publicity (X4) and direct marketing (X5) has a simultaneous influence on student decisions to choose Narotama University.
Based on the analysis that has been done, it can also be seen that the Personal Selling variable has the largest coefficient value compared to other independent variables, so that the Personal Selling variable which consists of three indicators, namely customer service, marketing personnel, exhibitions has the greatest influence
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on student decisions. For variables that have the weakest influence on student decisions, namely direct marketing variables.
Referencess
Irawan., B. S. dan. (2008). Menejemen Pemasaran Modern. Liberty Offset.
Kotler, Philip; Armstrong, G. (2008). Prinsip-prinsip Pemasaran,Jilid 1. Erlangga.
Sarwono, J. (2006). Metode Penelitian Kuatitatif dan Kualitatif. Graha Ilmu.
V. Wiratna Sujarweni. (2014). SPSS untuk penelitian. Yogyakarta.
