ABSTRAK
Tujuan penelitian ini adalah (1) Untuk mengetahui pengaruh bauran promosi yang terdiri dari penjualan perseorangan , periklanan, promosi penjualan, hubungan masyarakat, dan pemasaran langsung  secara parsial terhadap keputusan siswa memilih MTs PPMI Assalam Sukoharjo. (2) Untuk mengetahui pengaruh bauran promosi yang terdiri dari penjualan perseorangan, periklanan, promosi penjualan, hubungan masyarakat, dan pemasaran langsung  secara simultan terhadap keputusan siswa memilih MTs PPMI Assalam Sukoharjo.
Metode penelitian yang digunakan adalah metode deskriptif kuantitatif. Populasi dalam penelitian ini adalah siswa MTs PPMI Assalam Sukoharjo. Teknik sampling yang digunakan dalam penelitian ini adalah proportionate stratified random sampling. Teori Issac dan Michael digunakan untuk menghitung sampel, diperoleh sampel sebanyak 226 responden. Teknik analisis data yang digunakan adalah teknik analisis regresi linier berganda.
Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa (1) terdapat pengaruh penjualan perseorangan, periklanan, promosi penjualan, hubungan masyarakat, dan pemasaran langsung  secara parsial terhadap keputusan siswa memilih MTs PPMI Assalam Sukoharjo. Hasil penelitian secara parsial menunjukkan penjualan perseorangan=0,048; periklanan=0,041; promosi penjualan=0,000; hubungan masyarakat=0,005; dan pemasaran langsung=0,000. (2) Terdapat pengaruh penjualan perseorangan, periklanan, promosi penjualan, hubungan masyarakat, dan pemasaran langsung  secara simultan terhadap keputusan siswa memilih MTs PPMI Assalam Sukoharjo. Hal ini dibuktikan dari hasil uji F diperoleh nilai probabilitas sebesar 0,000. Sehubungan dengan nilai probabilitas 0,000 lebih kecil dari 0,05; maka Ho ditolak dan Ha diterima. Berdasarkan hasil perhitungan data nilai Adjusted R Square sebesar 0,588 sehingga dapat diartikan bahwa 58,8% keputusan memilih sekolah di MTs PPMI Assalam Sukoharjo dipengaruhi oleh bauran promosi yang terdiri dari penjualan perseorangan, periklanan, promosi penjualan, hubungan masyarakat, dan pemasaran langsung  sedangkan 42,2% dipengaruhi oleh faktor lain. Dari kelima variabel bebas yang memiliki pengaruh paling besar terhadap keputusan siswa memilih MTs PPMI Assalam Sukoharjo adalah variabel pemasaran langsung sedangkan variabel yang mempunyai pengaruh paling lemah yaitu variabel periklanan.
Kata kunci: Bauran Promosi, Keputusan Memilih Sekolah, MTs PPMI Assalam Sukoharjo
ABSTRACT
The aims of this research were (1) to know the influence of promotion mix including personal selling, advertisement, sales promotion, public relation, and direct marketing partially toward students’ decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo, (2) to know the influence of promotion mix including personal selling, advertisement, sales promotion, public relation, and direct marketing simultaneously toward students’ decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo.
This research used quantitative descriptive method. Populations of this research were students of Islamic Secondary School PPMI Assalam Sukoharjo. The sampling techniques used in this research were proportionate stratified random sampling. Based on the calculation by employing Issac and Michael’s theory, 226 respondents were selected.  The technique of data analysis used was double linier regression analysis technique.
Based on the research results, it was concluded that (1) there was influence of personal selling, advertisement, sales promotion, public relation, and direct marketing partially toward students’ decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo. The research result for the partial showed personal selling = 0.048, advertisement = 0.041, sales promoti public relati and direct marketing = 0.000. (2) there was influence of  personal selling, advertisement, sales promotion, public relation, and direct marketing simultaneously toward students’ decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo. It was proven by F test result which showed probability value of 0.000.The probability value 0.000 was less than 0.05, thus Ho was rejected and Ha was accepted. Based on the calculation of Adjusted R Square data value 0.588, it meant that 58.8% of decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo was influenced by promotion mix including personal selling, advertisement, sales promotion, public relation, and direct marketing, while 42.2% was influenced by other factors. From the five independent variables which had the highest influence toward students’ decision in choosing Islamic Secondary School PPMI Assalam Sukoharjo was direct marketing, while the lowest influence was advertisement.
Key words: promotion mix, Decision in choosing school, Islamic Secondary School PPMI Assalam Sukoharjo