Analisis Digital Marketing, Testimoni Alumni, Dan Kualitas Customer Service Terhadap Minat Mendaftar

Muhammad Husnul Yaqin; Sri Wahyuni Mega Hastuti; Nisa Mutiara; Ratna Dewi Mulyaningtiyas

doi:10.32503/revitalisasi.v14i2.8491

Muhammad Husnul Yaqin Magister Manajemen, Universitas Islam Kadiri
Sri Wahyuni Mega Hastuti Magister Manajemen, Universitas Islam Kadiri
Nisa Mutiara Magister Manajemen, Universitas Islam Kadiri
Ratna Dewi Mulyaningtiyas Magister Agribisnis, Universitas Islam Kadiri

DOI: https://doi.org/10.32503/revitalisasi.v14i2.8491

Abstract

This study aims to determine the effect of digital marketing, alumni testimonials, and customer service quality on interest in registering at SMAN 5 Taruna Brawijaya Kediri. The research method used is a quantitative method with a descriptive approach. Data collection in this study was carried out by distributing questionnaires to students of SMAN 5 Taruna Brawijaya and analyzed using SPSS Version 25. Data analysis techniques used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and R2 Determination Coefficient Test. In the Validity Test, it is known that all question items (X1, X2, X3, and Y) have a significance value of 0.000 <0.05, thus each variable is declared valid. Then in the Reliability Test, each variable is declared reliable because it has a Cronbach's Alpha value> 0.60. Then in the t-test, the significance value of the digital marketing variable (X1), alumni testimonials (X2), and customer service quality (X3) was obtained at 0.000 <0.05, which indicates that the three variables partially have a significant effect on interest in registering. Then in the F-test, a significance value of 0.000 <0.05 was obtained, indicating that digital marketing, alumni testimonials, and customer service quality have an effect on interest in registering at SMAN 5 Taruna Brawijaya

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