Pengaruh Bauran Pemasaran dan Figur Kh. Asep Saifuddin Chalim Terhadap Keputusan Mahasiswa dalam Melanjutkan Pendidikan di Institut Pesantren Kh. Abdul Chalim (IKHAC): The Influence of Marketing Mix and The Figure of KH. Asep Saifuddin Chalim On Students\u27 Decisions to Continue Their Education at Ikhac Islamic Boarding School Institute

Abstract

This study aims to analyze the influence of the marketing mix consisting of product, price, place, and promotion variables, as well as the figure of KH. Asep Saifuddin Chalim, both partially and simultaneously, on students\u27 decisions to continue their education at Institut Pesantren KH. Abdul Chalim (IKHAC), Mojokerto, East Java. Institut Pesantren KH. Abdul Chalim has a unique advantage through the presence of its founder, KH. Asep Saifuddin Chalim, a prominent Islamic scholar and Professor at UINSA. This study employs a quantitative method with a survey approach. The sample consisted of 100 undergraduate IKHAC students selected using a probability sampling technique with the Slovin formula. Data were collected through questionnaires with a Likert scale. Data analysis used multiple linear regression, t-test (partial), F-test (simultaneous), and coefficient of determination (Adjusted R²) using SPSS 25. The results based on the t-test show that the product variable (t-count 3.045 > t-table 1.66; sig. 0.003), place (t-count 2.645 > t-table 1.66; sig. 0.010), and promotion (t-count 3.067 > t-table 1.66; sig. 0.003) have a positive and significant partial effect on student decisions. Conversely, the price variable (sig. 0.808) and the figure of KH. Asep Saifuddin Chalim (sig. 0.664) do not have a significant partial effect. Based on the F-test, all variables simultaneously have a significant effect (F-count 11.122 > F-table 2.31; sig. 0.000). The Adjusted R² value of 33.8% indicates the contribution of the five variables to student decisions, while 66.2% is influenced by other variables outside this study