PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMILIH RUMAH MAKAN RAWON NGULING SURABAYA

Abstract

The purpose of this research is to find out and to analyze the influence of marketing mix variable which consist of
product, price, physical evidence, and people to the decision to choose Rawon Nguling restaurant Surabaya. All
customers who have ever visited and purchased twice and at least 17th years old have been selected as the research
sample. Meanwhile, the multiple linear regressions are used as the analysis technique. The sample collection
technique has been carried out by using purposive sampling method in which the determination of sample is
carried out by using specific consideration. The data has been obtained by issuing questionnaires to 100
respondents. The multiple linear regressions and hypothesis test which is carried out by using t-statistic to test
the partial regressions coefficient and the hypothesis test which is conducted by using f-statistic to test the
significance of the influence simultaneously with the 5% level of significance. The result of partial test has 5%
real rates, it describes that the variables which are used in this research each of them has real influence to the
decision to choose Rawon Nguling restaurant Surabaya. The price variable is the variable which has dominant
influence to the decision to choose Rawon Nguling Surabaya.
Keywords: Product, Price, Physical Evidence, People, Decision to Choose.