RAHMAWATI, GUWIDO NUR (2020) STRATEGI MARKETING UHAMKA UNTUK MENINGKATKAN LITERASI MAHASISWA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aimed to determine, analyze and test the effect of UHAMKA's marketing strategy to improve college student literacy by looking at several factors, namely the role of the family, motivation, ICT development, library facilities and university curriculum. This study used a survey method with a questionnaire. The sampling technique used is non probability sampling, namely accidental sampling. The population in this study were active college students in the Faculty of Pharmacy and Science of UHAMKA, with a total sample of 95 respondents. The analysis technique that used was multiple linear regression. The results of the study were as follows: (1) The role of parents had a positive but not significant effect of 0.058 on reading interest; (2) Motivation had a positive but not significant effect on reading interest in the value of 0.055; (3) The development of ICT had a positive but not significant effect on reading interest, the value is 0.530; (4) Library facilities had a positive but not significant effect on reading interest, the value is 0.772; (5) Curriculum of college had a positive and significant effect on reading interest, the value is 0.000. The role of the family, motivation, ICT development, library facilities and higher education curriculum together influenced the interest in reading which could be seen from the Fcount> Ftable that was 14,271> 0.056. Keywords: College Student Literacy, Interest in Reading, Family, Motivation, ICT Development, Library Facilities, Higher Education Curriculum. Penelitian ini bertujuan untuk mengetahui, menganalisis dan menguji pengaruh strategi marketing UHAMKA untuk meningkatkan literasi mahasiswa dengan melihat dari beberapa faktor yaitu peran keluarga, motivasi, perkembangan ICT, sarana perpustakaan dan kurikulum perguruan tinggi. Penelitian ini menggunakan metode survey dengan kuesioner. Teknik sampling yang digunakan adalah non probability sampling yaitu actidental sampling. Adapun populasi pada penelitian ini adalah mahasiswa aktif di Fakultas Farmasi dan Sains UHAMKA, dengan jumlah sampel sebesar 95 responden. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian sebagai berikut: (1) peran orang tua berpengaruh positif namun tidak signifikan besar nilainya 0.058 terhadap minat baca (2) motivasi berpengaruh positif namun tidak signifikan terhadap minat baca besar nilainyanya 0.055 (3) perkembangan ICT berpengaruh positif namun tidak signifikan terhadap minat baca besar nilainya 0.530 (4) sarana perpustakaan berpengaruh positif namun tidak signifikan terhadap minat baca, besar nilainya 0.772 (5) kurikulum perguruan tinggi berpengaruh positif dan signifikan terhadap minat baca, besar nilainya 0.000. Peran keluarga, motivasi, perkembangan ICT, sarana perpustakaan dan kurikulum perguruan tinggi berpengaruh secara bersama�sama terhadap minat baca yang dapat dilihat dari Fhitung > Ftabel yaitu 14.271 > 0.056. Kata Kunci : Literasi Mahasiswa, Minat Baca, Keluarga, Motivasi, Perkembangan ICT, Sarana Perpustakaan, Kurikulum Perguruan Tinggi.
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