Pengaruh Relationship Quality dan Komunikasi Pemasaran yang Dimoderasi Prestise Terhadap Keputusan Mahasiswa Memilih Perguruan Tinggi

The Effect Of Relationship Quality And Marketing Communication On Students’ Decisions To Choose A University Which Is Moderated By The Prestige Variable

  • Ahmad Sopian Universitas Pelita Bangsa
  • Sang Ayu Roro Basuki Universitas Pelita Bangsa
  • Noviadi Noviadi Universitas Pelita Bangsa
  • Baenur Sidiq Universitas Pelita Bangsa
  • Thomas Anggoro Universitas Pelita Bangsa
  • Muhammad Sapruwan Universitas Pelita Bangsa
Keywords: Relationship quality, komunikasi pemasaran, prestise, keputusan memilih perguruan tinggi

Abstract

Saat ini, persaingan antar perguruan tinggi swasta dalam menjaring calon mahasiswa baru semakin ketat. Dalam tiga tahun terakhir terjadi fluktuasi jumlah calon mahasiswa baru yang diterima di Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Cikarang. Banyak faktor penyebabnya, diantaranya relationship quality dan komunikasi pemasaran yang belum berjalan optimal, serta prestise yang dimiliki oleh calon mahasiswa tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh relationship quality dan komunikasi pemasaran terhadap keputusan mahasiswa memilih perguruan tinggi yang dimoderasi oleh variabel prestise Metode penelitian yang digunakan adalah deskriptif-kuantitatif dengan teknik pengumpulan data kuesioner dan wawancara. Responden penelitian ini adalah 90 orang mahasiswa baru FEB UPB Cikarang tahun akademik 2022/2023 dari populasi 889 orang menggunakan probability random sampling. Metode analisis regresi termoderasi digunakan dalam penelitian ini dengan bantuan software SmartPLS Versi 3.3.5 Hasil penelitian menyimpulkan: 1) Secara parsial, relationship quality berpengaruh positif dan signifikan terhadap keputusan mahasiswa memilih perguruan tinggi; 2) Secara parsial, komunikasi pemasaran berpengaruh positif dan signifikan terhadap keputusan mahasiswa memilih perguruan tinggai; 3) Prestise berpengaruh positif dan signifikan terhadap keputusan mahasiswa memilih perguruan tinggai; dan 4) Prestise berkontribusi negatif dan tidak signifikan dalam memoderasi pengaruh relationship quality terhadap keputusan mahasiswa memilih perguruan tinggi, sedangkan dalam memoderasi pengaruh komunikasi pemasaran terhadap keputusan mahasiswa memilih PT, prestasi berpengaruh positif, tetapi tidak signifikan.

Currently, the competition between private universities in recruiting new students is getting tougher. In the last three years there have been fluctuations in the number of new student candidates accepted at the Faculty of Business Economics and Social Sciences, Pelita Bangsa University, Cikarang. Many factors cause it, including relationship quality and marketing communications that have not run optimally, as well as the prestige possessed by these prospective students. This study aims to determine the effect of relationship quality and marketing communication on students' decisions to choose a university which is moderated by the prestige variable. The research method used is descriptive-quantitative with questionnaire and interview data collection techniques. The respondents of this study were 90 new students of FEB UPB Bekasi for the academic year 2022/2023 from a population of 889 people using probability random sampling. Moderated regression analysis method was used in this study with the help of SmartPLS Version 3.3.5 software. The results conclude: 1) Partially, relationship quality has a positive and significant effect on students' decisions to choose universities; 2) Partially, marketing communication has a positive and significant effect on students' decisions to choose universities; 3) Prestige has a positive and significant effect on students' decisions to choose universities; and 4) Prestige has a negative and insignificant contribution in moderating the influence of relationship quality on students' decisions to choose universities, while in moderating the influence of marketing communication on students' decisions to choose universities, achievement has a positive but not significant effect.

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Published
2022-12-27
How to Cite
Sopian, A., Basuki, S. A. R., Noviadi, N., Sidiq, B., Anggoro, T., & Sapruwan, M. (2022). Pengaruh Relationship Quality dan Komunikasi Pemasaran yang Dimoderasi Prestise Terhadap Keputusan Mahasiswa Memilih Perguruan Tinggi: The Effect Of Relationship Quality And Marketing Communication On Students’ Decisions To Choose A University Which Is Moderated By The Prestige Variable. JURNAL EMAS: Ekonomi Manajemen Akuntansi Kewirausahaan, 3(1), 19-28. Retrieved from https://journal.lppmpelitabangsa.id/index.php/emas/article/view/644
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