PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA PERCETAKAN CV.MUSTIKA

ADITYA SETIAWAN POETRA, ADITYA SETIAWAN POETRA (2019) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA PERCETAKAN CV.MUSTIKA. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Poetra, Aditya Setiawan, 2018. Effects of Service Marketing Mix on Consumer Decisions Using CV. Mustika Printing Services. Thesis / final assignment, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I: Eny Setyariningsih, SE., MM Advisor II: Budi Utami, SE.MM This research was conducted on consumers in CV. Mustika printing. The purpose of this study is to determine the effect of simultaneous and partial variables in the marketing mix (products, prices, places, promotions, people, processes, physical evidence) and in the purchasing decisions in the printing services sector. The number of respondents is 100 people. From multiple regression analysis it can be concluded that the formula Y = 5.357+ 0.223 (X1) + 0.090 (X2) + 0.011 (X3) - 0.002 (X4) - 0.074 (X5) + 0.251 (X6) + 0.240 (X7). Variable marketing mix simultaneously has a significant effect on purchasing decisions with a significance value = 0,000 <0,05. Partially the product variable with a significance value = 0.053 <0.05, the price with significance = 0.353 <0.05, the place with a significance value = 0.901 <0.05, promotion with a significance value = 0.990 <0.05, people with significance values = 0.368 <0.05 has a significant effect on purchasing decisions. While the process variable with a significance value = 0.029> 0.05 and physical evidence with a significance value = 0.012> 0.05 has no significant effect on the purchasing decision on CV Mustika's printing services. Keywords: Marketing Mix, Consumer Decisions

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