Bauran Pemasaran (4P+Physical Evidence) dan Pengaruhnya terhadap Keputusan Konsumen dalam Menggunakan Jasa Laboratorium Klinik Prodia Surakarta

Sarsi Hartiningsih • Betty Eliya Rokhmah
Journal article Media Ekonomi dan Manajemen • 2017

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(Bahasa Indonesia, 7 pages)

Abstract

This research is a descriptive study, provides an overview of the influence of the dimensions of the marketing mix consisting of product, price, promotion, distribution channels/locations and the physical evidence against the customers decisions. The purpose of this study was to determine the effect of each variable product, price, promotion, distribution channels/locations and the physical evidence against the customers decision in using the services of Prodia Clinical Laboratory in Surakarta. The samples used were 75 consumers. Instument test result data indicates that every marketing mix variables (5P) has the highest r count>r table and Cronbach's alpha values>0.60 so that the data is valid and reliable and can be used for further research. Hypothesis test results show that each variable product, price, promotion, distribution channels/locations and physical evidence has the value t count>t table with a significance value of <0.05 so that it can be concluded that the product, price, promotion, distribution channels / locations and physical evidence, each has positive and significant impact on customers decisions in using the services of the Prodia Clinical Laboratory.

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Media Ekonomi dan Manajemen

Jurnal “Media Ekonomi dan Manajemen” merupakan jurnal yang diterbitkan oleh Fakultas Ekonomika da... see more