[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-id-113":3,"doc-seo-232681-113":53,"doc-detail-232681-id":131},{"code":4,"msg":5,"data":6},0,"success",[7,13,17,21,25,29,33,37,41,45,49],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},55,"Document","Agama & Spiritualitas",60,"religion-spirituality",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":11,"slug":16},48,"Cerita & Novel","story-novel",{"id":18,"doc_module":4,"doc_module_name":9,"category_name":19,"show_sort_weight":11,"slug":20},56,"Gaya Hidup","lifestyle",{"id":22,"doc_module":4,"doc_module_name":9,"category_name":23,"show_sort_weight":11,"slug":24},51,"Komik","comic",{"id":26,"doc_module":4,"doc_module_name":9,"category_name":27,"show_sort_weight":11,"slug":28},53,"Layanan Kesehatan","healthcare",{"id":30,"doc_module":4,"doc_module_name":9,"category_name":31,"show_sort_weight":11,"slug":32},54,"Penelitian & Laporan","research-report",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":11,"slug":36},49,"Sastra","literature",{"id":38,"doc_module":4,"doc_module_name":9,"category_name":39,"show_sort_weight":11,"slug":40},52,"Teknologi","technology",{"id":42,"doc_module":4,"doc_module_name":9,"category_name":43,"show_sort_weight":11,"slug":44},50,"Ujian","exam",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":47,"show_sort_weight":11,"slug":48},57,"Umum","general",{"id":50,"doc_module":4,"doc_module_name":9,"category_name":51,"show_sort_weight":4,"slug":52},181,"Formulir","formulir",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":124,"head_meta":126,"extra_data":128,"updated_unix":130},113,"id","the-role-of-innovation-and-integrated-marketing-communication-in-the-decision-to-choose-a-university-itl-trisakti-case","Peranan Inovasi Dan Komunikasi Marketing Terpadu Dalam Keputusan Memilih Perguruan Tinggi (Kasus ITL Trisakti)","","Penelitian ini dilakukan di Institut Transportasi dan Logistik (ITL) Trisakti Jakarta untuk menguji besarnya pengaruh penerapan Komunikasi Marketing Terpadu (IMC) dan inovasi dalam pemasaran terhadap keputusan memilih perguruan tinggi. Penelitian menggunakan pendekatan kuantitatif dengan pengujian hipotesis serta kuesioner sebagai instrumen. Uji validitas dan reliabilitas dilakukan menggunakan SPSS, sedangkan analisis data memakai Structural Equation Modelling (SEM) berbantuan AMOS. Hasil menunjukkan inovasi tidak berpengaruh signifikan, sedangkan IMC berpengaruh signifikan terhadap persepsi kualitas dan berkontribusi pada keputusan memilih secara tidak langsung.",{"@graph":63,"@context":123},[64,81,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,72,75,78],{"item":68,"name":69,"@type":70,"position":71},"https://docshare.wps.com","Home","ListItem",1,{"item":73,"name":9,"@type":70,"position":74},"https://docshare.wps.com/id/document/",2,{"item":76,"name":31,"@type":70,"position":77},"https://docshare.wps.com/id/document/penelitian-laporan/",3,{"item":79,"name":59,"@type":70,"position":80},"https://docshare.wps.com/id/document/the-role-of-innovation-and-integrated-marketing-communication-in-the-decision-to-choose-a-university-itl-trisakti-case/232681/",4,{"url":79,"name":59,"@type":82,"image":83,"author":88,"headline":59,"publisher":91,"fileFormat":94,"inLanguage":57,"description":61,"dateModified":95,"datePublished":96,"encodingFormat":94,"isAccessibleForFree":97,"interactionStatistic":98},"DigitalDocument",{"url":84,"@type":85,"width":86,"height":87},"https://docshare.wps.com/thumbnails/the-role-of-innovation-and-integrated-marketing-communication-in-the-decision-to-choose-a-university-itl-trisakti-case/232681.png","ImageObject",300,407,{"name":89,"@type":90},"Patrick","Person",{"url":68,"name":92,"@type":93},"DocShare","Organization","application/pdf","2026-09-19","2026-09-10",true,{"@type":99,"interactionType":100,"userInteractionCount":80},"InteractionCounter",{"@type":101},"ViewAction",{"@type":103,"mainEntity":104},"FAQPage",[105,111,115,119],{"name":106,"@type":107,"acceptedAnswer":108},"Apa tujuan penelitian ini?","Question",{"text":109,"@type":110},"Mengetahui besarnya pengaruh penerapan Komunikasi Marketing Terpadu dan inovasi dalam pemasaran terhadap keputusan memilih perguruan tinggi di ITL Trisakti Jakarta.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Metode apa yang digunakan dalam penelitian ini?",{"text":114,"@type":110},"Penelitian menggunakan pendekatan kuantitatif dengan kuesioner sebagai instrumen, uji validitas dan reliabilitas memakai SPSS, serta analisis data dengan Structural Equation Modelling (SEM) menggunakan AMOS.",{"name":116,"@type":107,"acceptedAnswer":117},"Bagaimana pengaruh inovasi terhadap keputusan memilih perguruan tinggi?",{"text":118,"@type":110},"Hasil menunjukkan tidak adanya pengaruh signifikan inovasi terhadap keputusan responden dalam memilih perguruan tinggi.",{"name":120,"@type":107,"acceptedAnswer":121},"Bagaimana peran IMC terhadap persepsi kualitas dan keputusan memilih?",{"text":122,"@type":110},"IMC memiliki pengaruh langsung terhadap persepsi kualitas, sedangkan persepsi kualitas berpengaruh langsung dan signifikan terhadap keputusan responden memilih perguruan tinggi.","https://schema.org",{"og:url":79,"og:type":125,"og:title":59,"og:site_name":92,"og:description":61},"article",{"robots":127,"canonical":79},"index,follow",{"doc_id":129,"site_id":56},232681,1789073029,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":89,"user_avatar":134,"doc_module":4,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":80,"is_deleted":4,"is_public":71,"is_downloadable":71,"audit_status":71,"page_count":140,"language":141,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":142,"faqs":143,"seo_title":144,"seo_description":61,"update_tm":130,"read_time":145},549758146520,"https://ap-avatar.wpscdn.com/avatar/80002397d8c0411e94?_k=1775819394049821470","ISSN 2407-635X PerananInovasi Dan Komunikasi Marketing Terpadu Dalam  \nKeputusan Memilih Perguruan Tinggi (Kasus ITL Trisakti)  \nPeranan Inovasi Dan Komunikasi Marketing Terpadu Dalam Keputusan Memilih Perguruan Tinggi  \n(Kasus ITL Trisakti)  \nInnovation And Integrated Marketing Communication Towards Purchase Intention Of University Selection ( ITL Trisakti Case)  \nRatna Suminara, Sri Wahyunib  \naInstitut Transportation and Logistic Trisakti Jakarta, Indonesia  \nbPerbanas, Jakarta, Indonesia  \n[ratnasuminar77@gmail.com](ratnasuminar77@gmail.com)a*,Sri Wahyunib  \nABSTRACT  \nThis study was conducted in ITL Trisakti Jakarta in order to analyze the effect of the application of IMC and Innovation towards Purchase Intention of university selection. The study was conducted using quantitative-hypothesis testing research. The validity and reliability testing research was conducted using SPSS program, while the data was analysed using Structural Equation Modelling (SEM).  \nThe result of the study shows there is not significant influence of innovation to the respondents’ decision making on university selection. However, there is a significant influence of the IMC strategies applied to the respondents’ decision making. Furthermore, respondents’ quality perception, as the intervening variable, shows direct and significant influence to the respondents’ decision making on university selection.  \nSpecifically, internet and marketing evenst have big contribution to the application of IMC in ITL Trisakti, despite; Advertising and Personal Selling show the least. Therefore, ITLTrisakti is expected to develop the marketing strategy in order to get the best result.  \nKeywords : Integrated Marketing Communication; Quality Perception; Purchase Decision  \nABSTRAK  \nPenelitian ini dilakukan di Institut Transportasi dan Logistik (ITL) Trisakti Jakarta dengantujuan untuk mengetahui berapa besar pengaruh penerapan Komunikasi Marketing terpadu dan Inovasi dalam pemasaran terhadap keputusan memilih perguruan Tinggi. Pendekatanyang digunakan adalah quantitative-hypothesis testing research dan kuesioner digunakansebagai instrumen penelitian. Uji validitas dan reliabilitas dilakukan dengan SPSS dan data yang diperoleh dianalisis dengan Structural Equation Modelling (SEM) dengan bantuan program AMOS. Hasil penelitian ini menunjukkan tidak adanya pengaruh dari inovasiterhadap keputusan responden memilih Perguruan Tinggi. Sedangkan IMC memilikipengaruh langsung terhadap persepsi kualitas Perguruan Tinggi namun tidak mempengaruhikeputusan responden memilih perguruan tinggi secara langsung. Persepsi kualitas justrumemiliki pengaruh secara langsung dan signifikan terhadap keputusan responden memilih Perguruan Tinggi. Hasil penelitian ini juga menunjukan bahwa internet dan marketing eventsebagai bagian dari dimensi IMC memberikan kontribusi yang paling besar terhadap  \nJurnal Manajemen Bisnis Transportasi dan Logistik (JMBTL) Vol. 7 No. 1 Januari 2021 [https://journal.itltrisakti.ac.id/index.php/jmbtl](https://journal.itltrisakti.ac.id/index.php/jmbtl)  \n9  \nPerananInovasi Dan Komunikasi Marketing Terpadu Dalam ISSN 2407-635X  \nKeputusan Memilih Perguruan Tinggi (Kasus ITL Trisakti)  \nkeberhasilan proses pemasaran ITL Trisakti, sedangkan Advertising dan Personal Selling memiliki kontribusi yang paling kecil.  \nKata Kunci : komunikasi marketing terpadu; persepsi kualitas; keputusan pembelian  \nA. Pendahuluan  \nKebutuhan akan pendidikan hingga jenjang pendidikan tinggi dewasa inimendorong perkembangan perguruan tinggi yang sangat pesat. Tidak hanya perguruan tinggi negeri (PTN) namun pertumbuhan perguruan tinggi swasta (PTS) saat ini sangatlah besar. Hal ini dapat dilihat dari jumlahnya yang terus meningkat. Menurut Pangkalan Data Pendidikan Tinggi (PDPT), Direktorat Jenderal Pendidikan Tinggi (Ditjen Dikti), pada awal semester tahun 2015, tercatat ada 2978 Perguruan Tinggi Swasta. Jumlah tersebut terdiri atas Universitas, Institut, Sekolah Tinggi, Akademi dan Politek","cbCaihaI5wrpJaBw","https://ap.wps.com/l/cbCaihaI5wrpJaBw","pdf",427651,10,"Indonesian","# A. Pendahuluan\n## Kebutuhan pendidikan tinggi dan persaingan perguruan tinggi swasta\n## Peran inovasi dan strategi komunikasi marketing terpadu\n## Profil ITL Trisakti dan tantangan persaingan","[{\"question\":\"Apa tujuan penelitian ini?\",\"answer\":\"Mengetahui besarnya pengaruh penerapan Komunikasi Marketing Terpadu dan inovasi dalam pemasaran terhadap keputusan memilih perguruan tinggi di ITL Trisakti Jakarta.\"},{\"question\":\"Metode apa yang digunakan dalam penelitian ini?\",\"answer\":\"Penelitian menggunakan pendekatan kuantitatif dengan kuesioner sebagai instrumen, uji validitas dan reliabilitas memakai SPSS, serta analisis data dengan Structural Equation Modelling (SEM) menggunakan AMOS.\"},{\"question\":\"Bagaimana pengaruh inovasi terhadap keputusan memilih perguruan tinggi?\",\"answer\":\"Hasil menunjukkan tidak adanya pengaruh signifikan inovasi terhadap keputusan responden dalam memilih perguruan tinggi.\"},{\"question\":\"Bagaimana peran IMC terhadap persepsi kualitas dan keputusan memilih?\",\"answer\":\"IMC memiliki pengaruh langsung terhadap persepsi kualitas, sedangkan persepsi kualitas berpengaruh langsung dan signifikan terhadap keputusan responden memilih perguruan tinggi.\"}]","Peranan Inovasi Dan Komunikasi Marketing Terpadu Dalam Keputusan Memilih Perguruan Tinggi (Kasus ITL Trisakti) | PDF",15]