PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN PADA LABORATORIUM TRANS INDO MEDICAL NGANJUK

Abstract

Marketing is the important factor, so the company should be able to identify with the existing market
information. The existing data will become the important source to prepare the right strategy. The
purpose of marketing is to fulfill and to satisfy the need and the desire of the customer; therefore the
company should learn and understand the customer behavior. The purpose of this research is to find
out the influence of service marketing mix which consists of product, promotion, people, place, price,
and physical evidence to the customer decision. The population is the customer who has ever used the
service of Laboratorium Trans Indo Medical Nganjuk. The result of simultaneous test describes that
product, price, promotion, place, people, process and physical evidence to the customer decision is
significant. Meanwhile, the result of partial test describes that product, price, promotion, place, people,
process and physical evidence to the customer decision is significant. The result of the partial
coefficient value (r2) describes that people has dominant influence to the customer decision in using the
medical check-up service at Laboratorium Trans Indo Medical Nganjuk.
Keywords: Marketing Mix and Customer Decision.