Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Serta Dampaknya Terhadap Kepuasan Pelanggan (Studi Pada Restoran Kayu Manis Tuban)

Wira Setyo Wulan • M. Kholid Mawardi • Edriana Pangestuti
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • September 2016

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(Bahasa Indonesia, 8 pages)

Abstract

The research aims to determine the effect of: Services Marketing Mix variable to buying decision variable, Services Marketing Mix variable to customer satisfaction variable, Buying Decision Variable to customer satisfaction variable, Service Marketing Mix variable to variable customer satisfaction variable through the buying decision variable. The method using explanatory research with quantitative approach. Customer of Kayu Manis Restaurant is the population of this research, with 113 respondents for the samples and using purposive sampling technique. The method of collecting data is done by distributing questionnaires and documentation, the analysis method used is descriptive analysis and path analysis. The result of path analysis that was obtained is service marketing mix variable has a significant influence to buyng decision variable. Service marketing mix variabel has a significant influence to customer satisfaction variable. Buying decision variable has a signifcant influence to customer satisfaction variable. The standardized coefficients obtained from the Indirect Effect of 0.359. It can be concluded that buying decision take a role in the relationship between service marketing mix variable and customer satisfaction variable in Kayu Manis restaurant.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more