Analisis Pengaruh Biaya Promosi terhadap Keberhasilan Penerimaan Siswa Baru pada Yayasan Putra Pertiwi
Abstract
Tujuan penelitian adalah untuk menganalisis pengaruh biaya promosi terhadap keberhasilan penerimaan siswa baru pada Yayasan Putra Pertiwi. Metodologi yang digunakan Biaya Biaya promosi yang dikeluarkan perusahaan disesuaikan dengan kemampuan perusahaan, perhitungan efisiensi dan efektifitas, dan situasi pasar. Bauran promosi adalah strategi yang mengkombinasikan seluruh unsur unsur promosi yang digunakan dengan tujuan mencapai tujuan perusahaan. Tekhnik analisis data yang digunakan pada penelitian ini menggunakan regresi linier berganda dengan bantuan program SPSS versi 25.0, dengan persamaan regresi sebagai berikut: Y = a + b1X1 + b2X2 + b3X3 Pennelitian ini meneliti biaya promosi yang terdiri dari biaya iklan, biaya promosi penjualan, dan biaya hubungan masyarakat dan publisitas Yayasan Putra Pertiwi mulai dari tahun 2017 sampai 2022. Hasil penelitian menunjukan bauran promosi secara simultan berpengaruh pisitif dan signifikan terhadap jumlah penerimaan siswa baru. Sedangkan uji secara passial biaaya iklan dan biaya promosi penjualan tidak berpengaruh terhadap keberhasilan penerimaan siswa baru, dan hubungan masyarakat publisitas berpengaruh signifikat terhadap nilai penerimaan peserta didik baru sekolah Putra Pertiwi.
Keywords: Promosi, Bauran Promosi, Biaya Promosi, Iklan, Hubungan Masayrakat Dan Publikasi, Penjualan.
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