Pengaruh Bauran Promosi Terhadap Citra Sekolah Pada Grage Kids Playschool Cirebon

Abstract

This study aims to analyze the effect of the promotion mix on the school image of Grage Kids Playschool Cirebon. The method used in this research is descriptive method. The techniques used are interviews, questionnaires, observations, documentation. The sample of this study was determined as many as 30 students or all students from Grage Kids Playschool Cirebon with the reason because the population is below 100 according to Sugiyono's opinion (2014: 116) that is if it is less than 100, then the sample is taken from the whole so called research population. This research uses data analysis methods in the form of validity test, reliability test, normality test, coefficient of determination, simple linear regression analysis test. Based on the calculation of SPSS v20.0 for windows, the results show that the Promotion Mix (X) significantly influences the School Image (Y), where the Promotion Mix of the School Image at 6,538> 2.048 table then H0 is rejected and H1 is accepted. Based on the SPSS v20.0 test results for windows shows that if the value of the Promotional Mix increases by one unit, the value of the School Image will increase by 0.405 at a constant of 46.037. That the Promotional Mix has a significant effect on the school image of Grage Kids Playschool Cirebon. This is known in the analysis of the coefficient of determination which shows that the Promotion Mix significantly influences the School Image of 60.40% and the remaining 39.60% is influenced by other variables. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh bauran promosi terhadap citra sekolah pada Grage Kids Playschool Cirebon. Metode yang digunakan dalam penelitian ini adalah metode deskriptif. Teknik yang digunakan adalah wawancara, kuisioner, observasi, dokumentasi. Sampel penelitian ini ditentukan sebanyak 30 siswa dan siswi atau seluruh siswa dan siswi dari Grage Kids Playschool Cirebon dengan alasan karena populasinya dibawah 100 sesuai dengan pendapat Sugiyono (2014:116) yaitu apabila kurang dari 100, maka sampel diambil dari keseluruhan yang ada sehingga disebut penelitian populasi. Penelitian ini menggunakan metode analisis data yang berupa uji validitas, uji reliabilitas, uji normalitas, koefisien determinasi, uji analisis regresi linier sederhana. Berdasarkan perhitungan SPSS v20.0 for windows menunjukan hasil bahwa Bauran Promosi (X) berpengaruh secara signifikan terhadap Citra Sekolah (Y), dimana antara Bauran Promosi terhadap Citra Sekolah thiutng 6,538 > ttabel 2,048 maka H0 ditolak dan H1 diterima. Berdasarkan hasil pengujian SPSS v20.0 for windows menunjukan jika nilai Bauran Promosi meningkat satu kali satuan, maka nilai Citra Sekolah akan meningkat sebesar 0,405 pada konstan 46,037. Bahwa Bauran Promosi berpengaruh signifikan terhadap Citra Sekolah pada Grage Kids Playschool Cirebon. Hal ini diketahui dalam analisis koefisien determinasi yang menunjukan bahwa Bauran Promosi berpengaruh signifikan terhadap Citra Sekolah sebesar 60,40% dan sisanya 39,60% dipengaruhi oleh variabel lain.