PENGARUH PERSEPSI HARGA, BAURAN PROMOSI DAN LINGKUNGAN FISIK TERHADAP MINAT MEMILIH UNIVERSITAS MUHAMMADIYAH PALEMBANG (Studi Kasus Pada Siswa SMA Muhammadiyah Kota Palembang)

Abstract

In higher education today has undergone a transformation due to the tight competition between universities, changes in funding, and the pattern of demand in order to grow and Achieve a competitive advantage, higher education must be a strong marketing strategy and meet student needs. This study aims to determine the effect of Perception Price, Promotion Mix and Physical Environment of the University of Muhammadiyah Palembang Interests Choosing high school students Muhammadiyah in Palembang. This research uses a quantitative method, the entire population of students of class XII. Probability sampling technique with the cluster. Data were collected by using a Likert scale. Testing the validity and reliability using Person Product Moment test and Cronbach Alpha statistical method of multiple linear regression analysis. The results showed that the variable perceptions Price have the greatest impact among the variables, equation regression showed all the regression coefficient has a positive sign, which means when the value - the value of the independent variables are perceptions Price, Promotion Mix and physical environment needs to be improved, it will encourage an increase in the dependent variable is interests Selects, with rebuilt the exterior design will greatly affect the interest of selecting students of SMA Muhammadiyah Palembang in selecting the Muhammadiyah University of Palembang