PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN PADA JASA PANGKAS RAMBUT BARBERSHOP STUDIO SURABAYA

Irawan, Denys Chandra (2017) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN PADA JASA PANGKAS RAMBUT BARBERSHOP STUDIO SURABAYA. Undergraduate thesis, Untag 1945 Surabaya.

	Text Abstrak.pdf Download (4MB)
	Text Bab I.pdf Download (1MB)
	Text Bab II.pdf Download (1MB)
	Text Bab III.pdf Download (1MB)
	Text Bab IV.pdf Download (1MB)
	Text Bab V.pdf Restricted to Registered users only Download (1MB)
	Text Bab VI.pdf Download (1MB)
	Text Daftar Pustaka.pdf Download (1MB)
	Text Lampiran.pdf Download (1MB)

Abstract

Appearance has always been a major point in one's judgment. The assessment will include physical appearance, nature, and / or personality. Amid the interactions that exist between humans, the need to always look neat has become a good. Not even a few of the men who try to meet the guidance by going to a salon or barbershop to tidy his hair. The author tries to do this research to find out how far the influence of service marketing mix (product, price, promotion, place / location, person, process and physical evidence) to consumer decision at Barbershop Studio Surabaya barber shop, because marketing mix is one of the things very important for the continuity of a business's business if the company can use the marketing mix accurately and accurately. In this study the data were collected with aids in the form of questionnaires to 100 respondents who were taken from the population. The analysis used is multiple linear regression analysis, with validity test instrument test, reliability test, and determination using computer application program SPSS 22.0. The results of partial test (t test) are Product (X1), Promotion (X3), Location / Place (X4), Person (X5), and Physical Evidence (X7) have significant influence to consumer decision, while Price (X2) and Process (X6) has no significant effect on consumer decision. The result of simultaneous test (F test) shows that 51,712 ≥ 2.11 therefore Ho is rejected and Ha accepted which means that independent variables are marketing mix (product X1, price X2, promotion X3, location / place X4, person X5, process X6, and physical evidence X7) simultaneously (together) to the dependent variable ie consumer decision (Y). There is one independent variable between product X1, price X2, promotion X3, location / place X4, person X5, process X6, and physical evidence X7 the most dominant influence to consumer decisions on Barbershop Studio Surabaya haircare services ". shows that the most high value beta coefficients is promotion that is equal to 0,569.

Actions (login required)

View Item