PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN (Survai pada Pengunjung Wisata Jatim Park 2 untuk Museum Satwa, Kebun Binatang, dan Wahana Permainan)

Abstract

Hasil penelitian menunjukkan bahwa 43% variabel keputusan pembelian  dipengaruhi oleh variabel bebas, yaitu Product (X₁), price (X₂), place (X₃), promotion (X₄), people (X₅), process (X₆), physical evidence (X₇), dan customer service (X₈). Sedangkan sisanya 57% variabel keputusan pembelian dipengaruhi oleh variabel-variabel lain yang tidak dibahas dalam penelitian ini. Hasil analisis uji F (simultan) menunjukkan bahwa variabel product (X₁), price (X₂), place (X₃), promotion (X₄), people (X₅), process (X₆), physical evidence (X₇), dan customer service (X₈) secara simultan mempunyai pengaruh signifikan terhadap variabel terikat, yaitu keputusan pembelian (Y). Uji t menunjukkan bahwa varibel price (X₂), place (X₃), people (X₅), process (X₆), physical evidence (X₇), dan customer service (X₈) secara parsial mempunyai pengaruh signifikan terhadap variabel terikat, yaitu keputusan pembelian. Sedangkan variabel bebas, yaitu product (X₁) dan promotion (X₄) secara parsial tidak berpengaruh terhadap variabel terikat, yaitu keputusan pembelian. Variabel people (X5) mempunyai pengaruh yang dominan terhadap keputusan pembelian.

Kata kunci : product, price, place, promotion, people, process, physical evidence, customer service, keputusan pembelian

Abstract

The results showed that 43% variable Purchasing decisions are influenced by independent variables, namely product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6), physical evidence (X7), and customer service (X8). While the remaining 57% variable after purchasing decisions are influenced by other variables that are not addressed in this study. F-test analysis results (simultaneous) indicates that the variable product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6), physical evidence (X7), and customer service (X8) simultaneously have a significant effect on the dependent variable, namely the purchasing decisons (Y). T test showed that the price variable (X2), place (X3), people (X5), process (X6), physical evidence (X7), and customer service (X8) partially have a significant influence on the dependent variable, namely the purchasing decisions. While the independent variables, namely product (X1) and promotion (X4) partially no effect on the dependent variable, namely the purchasing decisions. Variable people (X5) have a dominant influence on purchasing decisions.

Keywords: product, price, place, promotion, people, process, physical evidence, customer service, behavior after purchase