Ainil Darti, Yuwarman Mansur

Analisis Pengaruh Promosi dan Physical Evidence dalam Meningkatkan Minat terhadap Jumlah Siswa Baru pada MIM Tamiang Lembah Melintang

Introduction

Analisis pengaruh promosi dan physical evidence dalam meningkatkan minat terhadap jumlah siswa baru pada mim tamiang lembah melintang. Studi ini menganalisis pengaruh promosi dan physical evidence terhadap minat siswa baru MIM Tamiang Lembah Melintang. Physical evidence signifikan, menekankan peran fasilitas madrasah dalam pemasaran pendidikan.

Abstract

Although promotion and physical evidence have been widely studied in educational service marketing, studies that specifically analyze the effect of these two variables on public interest in choosing Madrasah Ibtidaiyah Muhammadiyah (MIM) Tamiang Lembah Melintang remain limited. This study aims to analyze the effect of promotion and physical evidence on public interest related to increasing the number of new students at MIM Tamiang Lembah Melintang. This study used a quantitative approach with an explanatory survey design and involved 90 respondents selected through simple random sampling. Data were collected through questionnaires and documentation and were then analyzed using multiple linear regression with the assistance of the Statistical Package for the Social Sciences (SPSS). The results showed that, partially, promotion had no significant effect on public interest, whereas physical evidence had a positive and significant effect on public interest. Simultaneously, promotion and physical evidence had a significant effect on public interest in choosing the madrasah. These findings strengthen the concept of the service marketing mix, particularly the role of physical evidence in shaping public perceptions of the quality of educational services. The conclusion of this study affirms that improving the quality of madrasah facilities and physical environment needs to be a priority in the marketing strategy of educational institutions. The implications of this study include theoretical contributions to the development of educational service marketing studies as well as practical contributions for madrasah administrators in designing more effective marketing strategies to increase public interest and the number of new students.

Review

This study offers a pertinent analysis of how promotion and physical evidence influence public interest and new student enrollment at MIM Tamiang Lembah Melintang. Addressing a specific gap in the literature concerning this particular educational institution, the authors employ a quantitative approach to explore the long-standing questions surrounding service marketing mix elements in the educational sector. The focus on a local madrasah provides valuable contextualization of established marketing concepts, making the study relevant for understanding localized educational marketing challenges and strategies in a distinct cultural and institutional setting. Methodologically, the study adopts a robust quantitative explanatory survey design, utilizing a sample of 90 respondents selected via simple random sampling. The application of multiple linear regression analysis via SPSS to data collected through questionnaires and documentation provides a solid statistical framework for testing the hypotheses. The findings are particularly insightful: while promotion surprisingly showed no significant partial effect on public interest, physical evidence emerged as a positive and significant determinant. Crucially, the simultaneous effect of both variables was found to be significant. This nuanced outcome highlights the complex interplay of marketing elements in an educational context and merits deeper discussion in the full paper to explore the potential reasons behind the non-significance of promotion in this specific setting. The study makes a commendable contribution by reinforcing the critical role of physical evidence within the service marketing mix, particularly in the educational sector. Its conclusion, emphasizing the prioritization of madrasah facilities and the physical environment in marketing strategies, offers direct and actionable insights for educational administrators. Both theoretical contributions, in advancing educational service marketing studies, and practical implications, in guiding madrasah marketing strategies, are clearly articulated. Overall, this paper presents a valuable and well-executed analysis that not only fills a specific research gap but also provides meaningful guidance for enhancing student recruitment in similar educational institutions.

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