This study aims to examine the influence of advertising, direct selling, public relation, sales promotion, direct marketing and analyze the variables affect student interest to continue studies to a higher level. Population in this research is student of Administration Management Academy (AMA) Yogyakarta. The number of questionnaires that can be processed in this study amounted to 81 questionnaires. Sampling technique used is a probability sampling technique in which every element of the population does not have the same opportunity to be a sample. Based on testing using multiple regression of advertising, direct selling, public relation, sales promotion, and direct marketing simultaneously have a significant effect on student interest to continue their studies to a higher level. Partially advertising, direct sales, public relation, sales promotion, and direct marketing affect interest.

 

Keywords: Advertising, direct selling, public relation, sales promotion,

direct marketing, interests.