Implementation of an Expanded Promotion Mix in Increasing New Student Acceptance of SMK Wira Harapan, Badung, Bali
Main Article Content
Abstract
The objective of this study is to ascertain the impact of Digital Marketing, Word of Mouth Communication, and door-to-door advertising on the decision-making process of students while selecting Wira Harapan Badung Bali Vocational School. The research design used is quantitative causality. The sample that will be used in this research is 143.7 or 150 respondents. Data analysis in this study used multiple linear regression. The research findings indicate that internet marketing, word of mouth, and door-to-door advertising have a substantial and favorable impact on students' decision-making process on their choosing. Digital marketing, WOM and door to door promotions simultaneously influence voting decisions. It is recommended to pay attention to the content shared in digital marketing, increase WOM by interacting more with consumers and consider door to door promotions which can increase the decision to choose Wira Harapan Vocational School.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
G. W. Saputra and I. G. A. K. S. Ardani, “Pengaruh Digital Marketing, Word Of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian,” E-Jurnal Manajemen; Vol 9 No 7 (2020)DO - 10.24843/EJMUNUD.2020.v09.i07.p07 , Jul. 2020, [Online]. Available: https://ojs.unud.ac.id/index.php/manajemen/article/view/58393
M. Saifulloh and S. Raharjo, “Pengaruh Promosi Media Sosial, Word Of Mouth Dan Kualitas Layanan Terhadap Minat Beli Konsumen (Studi Kasus Pada Toko Raja Hp Tenggarong,” J. Ekon. Manaj. Indones., vol. 21, no. 1, pp. 84–101, 2021.
R. Harminingtyas and T. Susetyarsi, “Dampak Service Standard Communication Dan Word Of Mouth Terhadap Bisnis Online Shopping Dalam Konsep Bisnis E–Commerce,” J. Cap. Kebijak. Ekon. Manaj. dan Akunt., vol. 2, no. 1, pp. 127–142, 2020.
G. A. Meidianto, I. Basuki, and S. Setyowati, “Strategi Pemasaran Kemitraan pada Sekolah Vokasional Swasta di Masa Pandemi Covid-19 untuk Meningkatkan Pendaftaran Peserta Didik Baru (PPDB) Tahun Ajaran 2021/2022,” Re-Jiem (Research J. Islam. Educ. Manag., vol. 5, no. 1, pp. 13–31, 2022.
M. Vriyatna, “Komunikasi Pemasaran Dalam Penerimaan Siswa Baru Di Sekolah Integral Luqman Al-Hakim Hidayatullah Surabaya,” J. Mumtaz, vol. 1, no. 1, 2021.
Darmanah, Metodologi Penelitian. Lampung Selatan: CV. Hira Tech, 2019.
S. Khoziyah and E. E. Lubis, “Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram@ KPopConnection,” J. Ilmu Komun., vol. 10, no. 1, pp. 39–50, 2021.
J. Jecky and R. Erdiansyah, “Pengaruh iklan media sosial dan word of mouth terhadap keputusan pembelian,” Prologia, vol. 5, no. 2, pp. 307–312, 2021.
W. P. W. Ningsi and S. Ekowati, “Pengaruh promosi di media sosial dan word of mouth terhadap keputusan pembelian skincare MS GLOW,” J. Manaj. modal Insa. dan bisnis, vol. 2, no. 1, pp. 50–57, 2021.
R. Gusdiandika and K. Sinduwiatmo, “Pengaruh promosi sekolah terhadap keputusan siswa dalam pemilihan smk sepuluh nopember sidoarjo,” Kanal J. Ilmu Komun., vol. 1, no. 1, pp. 27–38, 2012.
P. Suciati and M. Maulidiyanti, “Kekuatan 7p bauran pemasaran terhadap pilihan mahasiswa berkuliah di program pendidikan vokasi universitas indonesia,” J. Sos. Hum. Terap., vol. 1, no. 2, pp. 11–21, 2019.