Pengaruh Promosi dan Harga Terhadap Minat Pembelian Berulang Siswa Bimbel GO Kota Bandung
DOI:
https://doi.org/10.32493/frkm.v7i3.42232Abstract
Riset dilakukan untuk mengetahui ada tidaknya pengaruh promosi dan harga pada pengambilan keputusan siswa melakukan pembelian berulang di GO Kota Bandung. Harapannya, hasil riset ini bisa menjadi salah satu rujukan untuk mengembangkan ilmu manajemen khususnya bidang marketing. Bagi Lembaga GO maupun praktisi, keluaran riset ini diharapkan mampu memberikan masukan tentang pentingnya kegiatan promosi serta strategi penentuan harga bimbel dalam menarik siswa untuk kembali membeli produk GO. Kajian ini menggunakan metode survei, sedangkan tipe risetnya berupa survei deskriptif dan survei penjelasan. Adapun pengujian hipotesis riset menggunakan path analysis. Pengujian riset menghasilkan temuan bahwa promosi dan harga tidak berpengaruh besar terhadap keputusan siswa mendaftar ulang ke GO Kota Bandung dengan persentase pengaruh langsung sebesar 25,7%. Promosi memiliki persentase pengaruh sebesar 19,7% sedangkan harga memiliki persentase pengaruh sebesar 6,0%.
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