PENGARUH BAURAN PEMASARAN JASA (Product, Price, Place, Promotion, Process, people, and Physical Evidence ) TERHADAP KEPUTUSAN PEMBELIAN (Study Kasus Pada Jasa Transportasi CV King Tour And Travel)

Abstract

Abstract
The research intends to show the effect of service marketing mix conducted by CV
King Tour and Travel simultaneously and partially to the purchasing decision of
transportation services. This research was conducted at CV King Tour and Travel
company. This research uses descriptive quantitative with sampling technique with
non probabilty sampling technique. The type of data used in the study is the time
series with data collection procedures through the delivery of questionnaires to
selected consumers as a sample. The result of data analysis and hypothesis shows that
marketing service mix consisting of (Product, Price, Place, Promotion, Process,
People, and Physical Evidence) have a positive effect on purchasing decision. And
that shows the significant result of each marketing mix variable that is Promotion and
Physical Evidence).
Keywords: Service Marketing Mix, Purchase Decision.