PENGARUH BAURAN PEMASARAN JASA TERHADAP LOYALITAS MAHASISWA STIE PERSADA BUNDA PEKANBARU

Abstract

This study aims to determine the effect of mark eting mix on students’ loyalty at STIE Persada
Bunda. STIE Persada Bunda as one of the universities in Riau is one of the choices for prospective
students from inside and outside Riau Province.
It can be seen from the number of students is increasing every year. However, from two fields
of study at STIE Persada Bunda, only Management field of study that has increased every year since
the number of students of management within five (5) years always increase. If 2011 is the reference
base year in calculating the number of students, the growth of students has reached 83, 27% in 2015. In
the contrary, the growth of students of Accounting from the year 2012 decreased by 2014. By 2015 the
number of students began to increase, but still could not exceed the one in 2011.
This research was conducted at STIE Persada Bunda Pekanbaru. The Population of this
research was the entire active students of STIE Persada Bunda in the academic year of 2015/2016.
There were about 1,675 students, while the sample of this research was 95 students by using stratified
random sampling. Analysis of the data used in this research were quantitative descriptive analysis and
multiple linear regression using SPSS 21.0 for windows . The result shows that marketing mix of
product, price, location, promotion, people, physical facilities and processes had affected
simultaneously to students’ loyalty at STIE Persada Bunda .Promotional mark eting mix and the process
does not affect the loyalty of students at STIE Persada Bunda partially, while the five other marketing
mix of product, price, location, people, physical facilities partially affect the loyalty of students at STIE
Persada Bunda