ANALISIS PENERAPAN BLUE OCEAN STRATEGYPADA SERVICE MARKETING MIXTERHADAP KEPUTUSAN PENGGUNAAN JASA GLOBAL ENGLISH LANGUAGE CENTRE (GELC). (Studi Pengguna Jasa Global English Language Centre di Kota Palembang)
Daftar Isi:
- The purpose of this research was to determine the effect of the implementation of blue ocean strategy on service marketing mix to the decision to use the services of Global English Langauage Centre (GELC). The sample used in this study were 100 respondents from the consumer of Global. The sampling method used is probability sampling which means that every person in the population has the same chance to be chosen as a sample. The coefficient of determination show that 52,7% indicatesthe use of services affected by the decision variable service marketing mix (product,place, promotion, people, process,and physical evidence). The data analysis technique used are multiple regression analysis, F test and t test . The results of the research showed that partially, only the variable product and promotion that has a significant influence on the decision to use the services while simultaneously service marketing mix that has been implemented the blue ocean strategy has a significant influence on the decision to use the services of Global.