ANALISIS PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DI DÂ’COST CABANG ROYAL PLAZA SURABAYA
| Main Author: | JAYANTI, PANDU DWI |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2012
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/20069/1/jiptummpp-gdl-pandudwija-30176-1-pendahul-n.pdf http://eprints.umm.ac.id/20069/2/jiptummpp-gdl-pandudwija-30176-2-babi.pdf http://eprints.umm.ac.id/20069/3/jiptummpp-gdl-pandudwija-30176-3-babii.pdf http://eprints.umm.ac.id/20069/ |
Daftar Isi:
- The research was conducted by Pandu Dwi Jayanti (2012). The title of reaserch on "Influence Analysis Services Marketing Mix Of Consumer Buying Decision on D'cost royal plaza Surabaya". The purpose of this study was to determine the effect of services marketing mix (product, price, promotion, location, people, physical evidence, processes and services) to the consumer decision. Data was collected using a survey method. Data were analyzed using descriptive analysis and multiple linear regression. Variable used in this study are that services marketing mix consists of product, price, promotion, location, people, physical evidence, processes and services. From the result obtained by variables product, price, location and processes significant affecting the consumer in purchasing decisions. Variable people, physical evidence, and service affecting the consumer purchasing decisions. While the variable promotion does not affect of consumer purchase decisions. F test results that variables product, price, promotion, location, people, physical evidence, processes, dan services affecting the consumer in the purchase decision in DÂ’cost Royal Plaza Surabaya.