Bauran Pemasaran (4P+Physical Evidence) Dan Pengaruhnya Terhadap Keputusan Konsumen Dalam Menggunakan Jasa Laboratorium Klinik Prodia Surakarta

Sarsi Hartiningsih, Betty Eliya Rokhmah

Abstract


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.

Keyword : product, price, promotion, distribution channels/locations, physical evidence, customers decision

 

ABSTRAK

Penelitian ini merupakan penelitian deskriptif yang memberikan gambaran tentang pengaruh dimensi bauran pemasaran yang terdiri dari produk, harga, promosi, saluran distribusi/lokasi dan bukti fisik terhadap keputusan konsumen. Tujuan penelitian ini adalah untuk mengetahui pengaruh masing-masing variabel produk, harga, promosi, saluran distribusi/lokasi dan bukti fisik terhadap keputusan konsumen dalam menggunakan jasa Laboratorium Klinik Prodia di Surakarta. Sampel yang digunakan adalah 75 konsumen. Hasil uji instument data menunjukan bahwa setiap variabel bauran pemasaran (5P) mempunyai nilai r hitung > r tabel dan nilai cronbach’s alpha > 0.60 sehingga data bersifat valid dan reliabel dan dapat digunakan untuk penelitian selanjutnya. Hasil uji hipotesis menunjukkan bahwa masing-masing variabel produk, harga, promosi, saluran distribusi/lokasi dan bukti fisik mempunyai nilai t hitung > t tabel dengan nilai signifikasi < 0.05 sehingga dapat disimpulkan bahwa produk, harga, promosi, saluran distribusi/lokasi dan bukti fisik berpengaruh positif dan signifikan terhadap keputusan konsumen dalam menggunakan jasa Laboratorium Klinik Prodia

Kata kunci  : produk, harga, promosi, saluran distribusi/lokasi dan bukti fisik keputusan konsumen.




DOI: http://dx.doi.org/10.24856/mem.v32i1.462

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