Pengaruh Bauran Pemasaran 7P (Product, Price, Place, Promotion, People, Process, dan Physical Evidence) terhadap Keputusan Orang Tua/Wali Murid dalam Memilih Sekolah Jenjang SMP di Yayasan Tarakanita Surabaya

The Influence of the 7P Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on Parents Decision in Choosing Junior High Schools at the Tarakanita Surabaya Foundation.

Beberapa sekolah swasta khususnya di wilayah kota Surabaya mengalami penurunan jumlah peserta didik baru, dimana hal ini ditunjukkan dengan tidak tercapainya jumlah peserta didik baru sesuai dengan kuota yang tersedia. Fenomena ini juga dialami oleh sekolah jenjang SMP di bawah naungan Yayasan Taraknita Surabaya, yaitu SMP Santo Yosef dan SMP Santo Carolus Surabaya.

 Penelitian ini bertujuan untuk mendeskripsikan dan menganalisis pengaruh variabel Product, Price, Place, Promotion, People, Process, dan Physical Evidence sebagai faktor-faktor bauran pemasaran terhadap keputusan orang tua/wali murid dalam memilih sekolah jenjang SMP di Yayasan Tarakanita Surabaya baik secara parsial maupun bersama-sama/simultan. Metode penelitian menggunakan pendekatan deskriptif kuantitatif. Populasi adalah seluruh orang tua siswa SMP Santo Yosef dan SMP Santo Carolus tahun pelajaran 2024/2025. Sampel diambil dengan metode Probability Sampling dengan teknik Simple Random Sampling. Sampel penelitian berjumlah 241 responden. Untuk pengujian instrumen dilakukan uji validitas dan reliabilitas dan diperoleh hasil bahwa instrumen valid dan reliabel. Teknik pengumpulan data yang digunakan adalah teknik kuesioner dengan skala Likert. Teknik analisis data yang digunakan adalah teknik analisis statistik deskriptif, uji asumsi klasik, pengujian hipotesis dan analisis regresi linier berganda.

Hasil penelitian menunjukkan bahwa bauran pemasaran product, place, promotion, process, dan physical evidence memiliki pengaruh secara parsial terhadap keputusan orang tua/wali murid dalam memilih sekolah jenjang SMP di Yayasan Tarakanita Surabaya. Sedangkan bauran pemasaran price dan people tidak memiliki pengaruh secara parsial terhadap keputusan orang tua/wali murid dalam memilih sekolah jenjang SMP di Yayasan Tarakanita Surabaya. Secara bersama/ simultan, bauran pemasaran Product, Price, Place, Promotion, People, Process, dan Physical Evidence memiliki pengaruh terhadap keputusan orang tua/wali murid dalam memilih sekolah jenjang SMP di Yayasan Tarakanita Surabaya.

Some private schools, particularly in the Surabaya city area, have experienced a decline in the number of new students, as evidenced by the inability to meet the available quota for new enrollments. This phenomenon is also observed in the junior high schools under the Tarakanita Surabaya Foundation, specifically SMP Santo Yosef and SMP Santo Carolus Surabaya.

This study aims to describe and analyze the influence of the marketing mix variables—Product, Price, Place, Promotion, People, Process, and Physical Evidence—on parents/guardians' decision-making in choosing junior high schools under the Tarakanita Surabaya Foundation, both partially and simultaneously. The research adopts a quantitative descriptive approach. The population includes all parents of students at SMP Santo Yosef and SMP Santo Carolus for the 2024/2025 academic year. The sample is selected using Probability Sampling with the Simple Random Sampling technique, consisting of 241 respondents. Instrument testing involves validity and reliability tests, which confirm that the instruments are valid and reliable. Data collection is conducted through questionnaires using a Likert scale. The data analysis techniques include descriptive statistical analysis, classical assumption tests, hypothesis testing, and multiple linear regression analysis.

The study's results indicate that the marketing mix elements of Product, Place, Promotion, Process, and Physical Evidence have a partial influence on parents/guardians' decision-making in choosing junior high schools under the Tarakanita Surabaya Foundation. However, the marketing mix elements of Price and People do not have a partial influence on the decision-making process. Simultaneously, the marketing mix elements—Product, Price, Place, Promotion, People, Process, and Physical Evidence—affect parents/guardians' decision-making in selecting junior high schools under the Tarakanita Surabaya Foundation.