Pengaruh Strategi Direct Marketing Terhadap Minat Masyarakat Memilih TK Ampera Kota Cirebon sebagai Lembaga Pendidikan Anak

Abstract

The background of this study is the lack of public understanding of the type of education and the importance of a teacher's academic qualifications in an educational institution, this is also supported by the difference in costs that makes people prefer education for "cheaper" reasons. Ironically, the people who choose this education are people who have more economic capacity. However, the presence of Ampera Kindergarten in Cirebon City broke this paradigm, that with a more structured education system supported by the ability of qualified educators, it would guarantee an increase in the quality of education. In this case, Ampera Kindergarten, Cirebon City, has its own way, namely with a direct marketing strategy. Because what is examined in this study is the influence variable, the research method used is quantitative method with descriptive and associative analysis. The main data used is primary data, namely the results of questionnaires from 30 parents as respondents. As for analyzing the data using the help of the SPSS data processor version 26.00. The results of this research that has been done can be seen that the correlation result is 0.584 which is in a fairly low range and has a positive relationship between the variables and the influence exerted is 34.1%.