Pengaruh Bauran Promosi Islami Terhadap Keputusan Mahasiswa Memilih Program Studi Ekonomi Syariah FAI UIR

Susanti, Emelda (2020) Pengaruh Bauran Promosi Islami Terhadap Keputusan Mahasiswa Memilih Program Studi Ekonomi Syariah FAI UIR. Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF ISLAMIC PROMOTION MIX ON STUDENTS’ DECISIONS TO STUDY IN SHARIA ECONOMICS DEPARTMENT OF FAI UIR EMELDA SUSANTI 162310193 Promotion mix is one part of the marketing mix, promotion is an effort to introduce a product or service so that it can be known and accepted by the public and can be reached in various ways. The problem formulation of this study is whether the Islamic promotion mix influences the students’ decisions to study in Sharia Economics department, Faculty of Islamic Studies (FAI), Islamic University of Riau (UIR). The aim of this study is to investigate the influence of Islamic promotion mix on students’ decisions to study in Sharia Economics department, Faculty of Islamic Studies (FAI), Islamic University of Riau (UIR). The data sources used in this study are primary data and secondary data. The population of this study is the students of Islamic Economics department, Faculty of Islamic Studies (FAI), Islamic University of Riau (UIR) with a sample of 140 students. The sampling technique used is proportionate stratified random sampling, while the data collection techniques are documentation and questionnaires. The method of this study is quantitative descriptive method. In analyzing the data, simple linear regression analysis is used with the calculation process performed by SPSS For Windows version 23.0. The results of this study show that the partial test has a significant influence of Islamic promotion mix on students’ decisions, which is known from the value of t-count (12,450) is greater than the t-table (1,645). The relationship between promotion mix and students’ decisions is strong, it is known from the correlation coefficient value of 0,727 or about 72.7%. While the results of the coefficient of determination show that the influence of Islamic promotion mix on students’ decisions is 52,9% and the remaining 48,1% is influenced by other factors.

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