The Effect of Price and Place on Decision Making to Stay at the Entrepreneurs Student Boarding School Nurul Islam 2 Jember

Authors

  • Dani Hermawan UIN Kiai Haji Achmad Siddiq Jember
  • Syarifatul Maulidiyah UIN Kiai Haji Achmad Siddiq Jember

DOI:

https://doi.org/10.35719/jieman.v4i1.113

Keywords:

marketing mix, price and place, settled decision making

Abstract

It begins with the conflict of marketing of Islamic boarding schools (pesantren) around Jember city. The problem is from the marketing aspect used to customers in settled decision making. This research aims to 1) know how the marketing mix of education services price and place PPME Nuris 2 Jember, 2) to know how decision making settles in PPME Nuris 2 Jember, and 3) to test whether the marketing mix of price (X1) and place (X2) education services has a significant influence on decision making to settle in PPME Nuris 2 Jember. This research uses the quantitative method. So, data analysis uses multiple linear regression analysis using SPSS Version 16. The results showed that 1) The average marketing mix of category services strongly agreed with 49%, 2) decision-making on average category strongly agreed with 46%, dan 3) there is a significant influence of the marketing mix of price and place with the results of the T-test partially priced 0.12 < 0.05 and place 0.000 < 0.05. It means that the two variables have a partial effect, and the F test with a value of F-counting 59,996 > F-table 3.07 means that the two variables have a simultaneous effect on settled decision making.

Studi ini berawal dari konflik pemasaran pesantren di sekitar kota Jember. Permasalahannya adalah dari aspek pemasaran yang digunakan kepada pelanggan dalam pengambilan keputusan yang pasti. Penelitian ini bertujuan: 1) untuk mengetahui bagaimana bauran pemasaran harga dan tempat jasa pendidikan PPME Nuris 2 Jember, 2) untuk mengetahui bagaimana pengambilan keputusan yang terjadi di PPME Nuris 2 Jember, dan 3) untuk menguji apakah bauran pemasaran harga (X1) dan tempat (X2) pelayanan pendidikan memiliki pengaruh yang signifikan terhadap pengambilan keputusan untuk menetap di PPME Nuris 2 Jember. Penelitian ini menggunakan metode kuantitatif. Jadi, analisis data menggunakan analisis regresi linier berganda dengan bantuan SPSS Versi 16. Hasil penelitian menunjukkan bahwa 1) rata-rata bauran pemasaran kategori jasa sangat setuju sebesar 49%, 2) pengambilan keputusan ditetapkan pada kategori rata-rata sangat setuju sebesar 46%, dan 3) terdapat pengaruh yang signifikan bauran pemasaran harga dan tempat dengan hasil uji T secara parsial harga 0,12 < 0,05 dan tempat 0,000 < 0,05 artinya kedua variabel berpengaruh secara parsial, dan uji F dengan nilai F-hitung 59.996 > F-tabel 3,07 artinya kedua variabel berpengaruh secara simultan terhadap pengambilan keputusan menetap.

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Published

2022-06-30

How to Cite

Hermawan, D., & Maulidiyah, S. (2022). The Effect of Price and Place on Decision Making to Stay at the Entrepreneurs Student Boarding School Nurul Islam 2 Jember. JIEMAN: Journal of Islamic Educational Management, 4(1), 101-116. https://doi.org/10.35719/jieman.v4i1.113