Pengaruh Bauran Promosi Dan Jangkar Karier Terhadap Minat Kuliah Pada Program Studi Bidang Pariwisata di Institut Pariwisata Trisakti

Abstract

This study aims to analyze the influence of promotion mix and career anchors on students’ interest in pursuing higher education in tourism study programs. The research employed a quantitative approach, with data collected through questionnaires distributed to 100 respondents. The data were analyzed using validity and reliability tests, correlation analysis, coefficient of determination, as well as simple and multiple linear regression. The results indicate that the promotion mix has a significant effect on study interest with a coefficient of determination of 48%, while career anchors have an influence of 53.9%. Simultaneously, both variables contribute 61.2% to students’ interest in pursuing higher education. This suggests that better promotional strategies and stronger career orientation lead to higher interest in studying tourism. In addition, descriptive analysis shows that respondents’ perceptions of the promotion mix are categorized as very good, career anchors as highly motivated, and study interest as very high. In conclusion, the promotion mix and career anchors have a positive and significant influence on study interest. It is recommended that institutions improve promotional strategies and provide better career-related education to attract prospective students.

Keywords: promotion mix, career anchors, study interest, tourism