Pengaruh Strategi Promosi Dan Word Of Mouth Terhadap Keputusan Pendaftaran Calon Mahasiswa Baru Pada Universitas Muhammadiyah Tangerang

Eka Wulasari Fridayanthie

Abstract


The decision to choose a college is an investment decision. The investment should benefit the consumers after being graduated from college. This is because in addition to large costs, college in college also spend a long time. Therefore, consumers will be very careful in choosing Higher Education so that later the time and cost incurred in proportion to what he got from the service products of the College. It usually can be seen from what is promoted by the university in marketing the products of the services it sells through the institution. Muhamadiyah University Tangerang is one of the universities among 1135 Universities that compete in obtaining new students. Muhammadiyah University of Tangerang which was founded in 2009, currently has 15,669 students who each year always targets the increase in the number of students. The university through various media and promotional strategies continue to work to market their educational services to be always and remain in demand for prospective students. students, in registering to be a student of Muhammadiyah University of Tangerang with Fhitung value of 29,223. Partially test (t-test) is known only variable personal selling and word of mouth which give influence significantly with significance value respectively equal to 0,017 and 0,010 to decision of registration of new student candidate of Muhammadiyah University of Tangerang.

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