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Uhamka Marketing Strategy to Improve Student Literacy

Guwido Nur Rahmawati

Management Postgraduate Masters, Mercbuana University, UMB, Jakarta, Indonesia

Dr Mirza

Management Postgraduate Masters, Mercbuana University, UMB, Jakarta, Indonesia

24-31

Vol: 10, Issue: 2, 2020

Receiving Date: 2020-02-02 Acceptance Date:

2020-03-19

Publication Date:

2020-04-27

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http://doi.org/10.37648/ijrst.v10i02.004

Abstract

According to UNESCO, Indonesia world literacy is in second place from the bottom with a percentage of 0.0001%. Some literature says that there are many factors that affect reading interest, including Parents, Motivation, ICT Development, Library Facilities, and Higher Education Curriculum. Based on the literature study results it is necessary for researchers to find out, analyze and re-examine the influence of these factors. This study uses a survey-questionnaire method with accidental sampling technique. The study population was active students at the Pharmacy and Science Faculty of UHAMKA, with a sample of 95 respondents. The analysis technique used is multiple linear regression using SPSS IBT 24.0 application. The results obtained are variables Parents, Motivation, ICT Development, Library Tools. A positive but not significant effect. Unlike the college curriculum which has a positive also significant effect. Simultaneously all variables have a positive effect on reading interest. The study results expected to be input for the Pharmacy and Science Faculty to further improve student literacy. In addition, next research is expected to examine other factors that affect students interest in reading.

Keywords: Student Literacy; Reading Interest; Parents; Motivation; ICT Development; Library Facilities; Higher Education Curriculum

References

  1. Abrori. (2018). Improving Reading Literacy Strategy through Seven Programs of Reading Interest complying Da'wah Message. Attarbiyah: Journal of Islamic Culture and Education, 3(2), 205-225. https://doi.org/10.18326/attarbiyah.v3i2.205-225
  2. Pharmacy and Science Faculty UHAMKA. (2019). Data of Active Students of PharmacyFaculty in 2019.
  3. Riadi, Edi. (2016). Research Statistics (Manual Analysis and IBM SPSS). Issue 1. Yogyakarta: ANDI.
  4. Santoso, R. (2018). The Effect of School Literacy Programs on Student’s Reading Interest in SMA 2 Gadingrejo Academic Year 2017/2018. Lampung University.
  5. www.kominfo.go.id. Accessed on 22 November 2019. At 14:30 WIB
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