SURVEY OF UNDERSTANDING OF MARKETING CONCEPTS AND SPORTS INDUSTRY IN STUDENTS OF THE KARIMUN UNIVERSITY PHYSICAL EDUCATION STUDY PROGRAM

Abstract

The problem of this research was carried out due to the lack of understanding of students about the concept of sports marketing and the sports industry. The purpose of this research can see how understanding students are in applying marketing concepts and the sports industry. This type of research is a survey research. The population in this study is all students of the penjaskesrek study program semester 2 of 2023. Sampling using a total sampling technique of 35 people. Data collection techniques using a 5-scale questionnaire. Data analysis techniques using percentages. The results showed that in 5 (five) concepts of marketing and the sports industry, namely market, product, price, promotion and place, as follows: a) 24 people with a percentage of 68.57% strongly agreed, 10 people with a percentage of 28.57% agreed, and 1 person with a percentage of 2.86% expressed doubts, b) 31 people with a percentage of 88.57% strongly agreed, and 4 people with a percentage of 11.43% agreed. C) 17 people with a percentage of 48.57% strongly agreed, and 18 people with a percentage of 51.43%. D) 16 people with a percentage of 45.71% agreed, and 19 people with a percentage of 54.29% agreed and e) 18 people with a percentage of 51.43% Expressed strong agreement, 15 people with a percentage of 42.86% agreed, and 2 people with a percentage of 5.71% expressed doubts.