Pengaruh Integrated Marketing Communication (IMC) terhadap Keputusan Mendaftar pada Sekolah Internasional di Kota Semarang

Cecilia Pungkasari - Magister Management Faculty of Economics and Business Soegijapranata Catholic University, Semarang , & Magister Management Faculty of Economics and Business Soegijapranata Catholic University, Semarang , &
Maria Yosephine Dwi Agustini - Magister Management Faculty of Economics and Business Soegijapranata Catholic University, Semarang

Abstract


International schools are educational institutions with foreign cooperation and different management from regular schools. Only certain people enroll since they are unique in the programs, management, society, and culture. Studies show that promotional efforts to increase the number of students are effectively strengthened by IMC, which is carried out to attract as many prospective students as possible. However, very few research is conducted in the context of international schools. This research is conducted to identify the effectiveness of IMC on enrolment decisions in international schools. The survei was conducted on parents whose child is studying at the 12 international schools in Semarang in elementary, junior, or high school. Questionnaires were given to parents selected using a purposive sampling technique. The data on five elements of IMC (advertising, sales promotion, personal selling, public relations, direct and digital marketing) as the independent variables and on enrollment decision as the dependent variable was processed using multiple linear regression. The results show that IMC simultaneously influences the decision, but only public relations is partially significant. Adjusted R square indicates that IMC is not the only factor contributing to enrolment decision; school management must consider other factors to increase the number of students.

Keywords


Integrated Marketing Communication; Enrollment Decision; International School; Semarang

References


Farid, S. Y. (2014). Pengaruh integrated marketing communication (IMC) terhadap keputusan pembelian mobil Toyota Avanza di kota Lamongan. Thesis. Malang: Universitas Islam Negeri Maulana Malik Ibrahim, http://etheses.uin-malang.ac.id/2516/

Grace, M., & Vasquez, A. (2016). Relationship of YVM IMC strategies with corporate branding. Thesis for: Master in Communication. https://doi.org/10.13140/rg.2.2.23192.52480

Hanafi, A., & Wahab, Z. (2016). Pengaruh komunikasi pemasaran terpadu terhadap keputusan pembelian pengunjung serta dampaknya pada keputusan perpanjangan sewa penyewa kios di Palembang Square Mall (PS Mall). Jurnal manajemen, xx (03), 488–506, http://journal.tarumanagara.ac.id/index.php/jmnj/article/view/2904

Harjadi, D., & Fatmasari, D. (2017). Implementation of integrated marketing communication in image of private higher education. Trikonomika, 16 (2), 63. https://doi.org/10.23969/trikonomika.v16i2.638

Intani, R. (2016). Pengaruh integrated marketing communication terhadap minat beli melalui asosiasi merk pada bank muamalat di Kotabumi. Thesis. Bandar lampung: Universitas Lampung, https://digilib.uin-suka.ac.id/id/eprint/30166/1/13390061_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

Jasinta, F. A., & Oktavianti, R. (2019). Strategi komunikasi pemasaran terpadu dalam pengambilan keputusan konsumen di bidang jasa pendidikan. Jurnal Prologia, 3(2), 423–432. https://doi.org/10.24912/pr.v3i2.6381

Kementrian pendikan & kebudayaan RI. (2014). Permendikbud no.31 tahun 2014 Tentang Kerja Sama Penyelenggaraan Pengelolaan Pendidikan oleh LPA dengan LPI. https://www.spkindonesia.org/docs/permendikbud_no_44_th_2019_ppdb_10.12.2019.pdf

Kotler, P., & Armstrong, G. (2021). Principles of marketing (18 ed). London: Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management (15e). London: Pearson education limited.

Linuar Shima Dulang Parancana, E., Suparwi, & Nadira Satiti, E. (2019). Strategi komunikasi pemasaran untuk meningkatkan room revenue di innside by Melia hotel Yogyakarta. Jurnal pariwisata indonesia, 15(1), 1907–2457, https://jurnal.stpsahidsurakarta.ac.id/index.php/JPI/article/view/147

Lovelock, C. H., & Wirtz, J. (2022). Services marketing: people, technology, strategy (9th ed). World Scientific Publishing co. Inc.

Mukhlizar, M. (2021). Bauran promosi mempengaruhi pengambilan keputusan mahasiswa memilih Universitas Muhammadiyah Bengkulu. Journal of Administration and Educational Management (Alignment), 4(1), 56–70. https://doi.org/10.31539/alignment.v4i1.2242

Munarsih, Faisal Akbar, M., & Sudarsono, A. (2020). Pengaruh promosi terhadap keputusan memilih sekolah pada orangtua siswa SDIT Bina Cendekia Depok. Jurnal ekonomi efektif, 2(3), 407–414, http://openjournal.unpam.ac.id/index.php/JEE/article/view/6804

Ningsih, N. W., Amir Djonu, H., & Nurdin, H. R. A. (2022). Pengaruh promosi sekolah terhadap keputusan calon siswa baru dalam pemilihan SMAK St. Petrus Kewapante. Jurnal Impresi Indonesia (JII), 1(3), 164–175. https://doi.org/10.36418/jii.v1i03.34

Praharani, P. (2021). Pengaruh integrated marketing communication terhadap pengambilan keputusan konsumen di Madrasah Ibtidaiyah Muslimat Nahdlatul Ulama Pucang Sidoarjo. Thesis. Surabaya: Universitas Negeri Sunan Ampel, http://digilib.uinsa.ac.id/48474/

Pratama, D. W. (2020). Analisis strategi integrated marketing communication terhadap minat mahasiswa pendidikan ekonomi Universitas Muhammadiyah Metro. Promosi: Jurnal Program Studi Pendidikan Ekonomi, 4(13–29), 791–792. http://dx.doi.org/10.24127/pro.v8i2.3318

Priansa, D. J. (2017). Komunikasi pemasaran terpadu pada era media sosial (1st ed.). Bandung: Pustaka Setia.

Rosdiana, M. (2018). Pengaruh integrated marketing communication (IMC) terhadap minat nasabah (studi kasus pada BPRS Harta Insan Karimah Ciledug). Skripsi. Jakarta: Universitas Islam Negeri Syarif Hidayatullah.

Taufik, R. (2018). Analisis komunikasi pemasaran terpadu dan kualitas pelayanan terhadap citra perguruan tinggi pada keputusan menjadi mahasiswa S1 Ilmu Komunikasi Stikom Bandung. Jurnal soshum insentif, 79–90. https://doi.org/10.36787/jsi.v1i1.36

Trimo, T., Sumardjoko, Prof. Dr. B. , M. Pd., & Dr. Maryadi, (2018). Manajemen pemasaran jasa pendidikan di SMK Bhinneka Karya Surakarta. Thesis. Universitas Muhammadiyah Surakarta. http://eprints.ums.ac.id/id/eprint/60259

Ulfa, R., & Marta, R. F. (2017). Implementasi komunikasi pemasaran terpadu pada Yayasan Nurul Ibad Jakarta Timur. Bricolage: Jurnal Magister Ilmu Komunikasi, 2(02). https://doi.org/10.30813/bricolage.v2i02.835

Website data pokok pendidikan nasional. Retrieved June 26, 2023, from https://dapo.kemdikbud.go.id/sp/1/030000

Website dinas pendidikan Kota Semarang. Retrieved June 26, 2023, from https://disdik.semarangkota.go.id/

Wijaya, D. (2016). Pemasaran jasa pendidikan (b. S. Fatmawati, ed.). Jakarta: Bumi Aksara.

Wijayanti, C. N. (2020). Strategi integrated marketing communication (IMC) Sekolah Musik Indonesia sebagai Sekolah Musik Berbasis Teknologi. In progressio: vol. I no. I. https://doi.org/http://dx.doi.org/10.52429/progressio.v1i1.380

Vriyatna, M. (2021). Komunikasi pemasaran dalam penerimaan siswa baru di Sekolah Integral Luqman Al-Hakim Hidayatullah Surabaya. Jurnal mumtaz , 1(1), 7–17. https://e-journal.stitmumtaz.ac.id/index.php/stitmumtaz/article/view/4

Yuswanto, O. N., & Wulandari, A. (2019). Pengaruh personal selling dan iklan terhadap proses keputusan mahasiswa memilih tempat kuliah. Jurnal pengembangan wiraswasta, 21(3), 213. https://doi.org/10.33370/jpw.v21i3.362




DOI: https://doi.org/10.34149/jmbr.v20i3.586

Citation Format:


Indexing

JMBR Editorial Office: PPM School of Management, Jl. Menteng Raya 9-19 Jakarta 10340 Phone: 021-2300313 ext 2354

View My Stats

License

JMBR is using CC BY License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.