Pengaruh Promotional Mix Terhadap Peningkatan Citra Universitas Terbuka Dan Dampaknya Terhadap Minat Kuliah Di Universitas Terbuka (Studi Kasus Di UPBJJ UT Bandung)

Taryana, Deden and Hendrayana, Angga Sucitra (2013) Pengaruh Promotional Mix Terhadap Peningkatan Citra Universitas Terbuka Dan Dampaknya Terhadap Minat Kuliah Di Universitas Terbuka (Studi Kasus Di UPBJJ UT Bandung). Project Report. Universitas Terbuka, BANDUNG.

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Abstract

The major challenge and concern into the future for UT to survive in the long term is to build a positive image and reputation in the community as an qualified institution of distance higher education thus increasing the interest in studying at UT. Therefore, the delivery of information to build the image and reputation is necessary existence of an effective communication activities, or commonly referred to as promotion activities. Promotion is a tool of marketing mix which includes all activities of the company to communicate and promote their products to the target market. The research method used is descriptive and explanatory survey. The analysis used to answering research purpose is path analysis method The population in this study is Non pendas student were enrolled and re-registration in Open University regional Office Bandung until the time of registration period 2013.1. Sampling was done by using simple random sampling method. The sample size is determined based on measurements samples method presented by Slovin, a selected number of samples were 140 respondents. The results showed that the influences of the promotional mix to increase the image of UT and its impact on the course of interest either directly or indirectly by 0.6179, or in other words by 38.18%. Promotional Mix show good results. However, it is known that the influence of promotional mix to increase image UT only 19.1%, and the interest of college at UT is only 15.9%, so it can be concluded still need to be increased promotional activity that can improve the image of UT and interest to study at UT

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