PENGARUH BAURAN PEMASARAN TERHADAP KOMUNIKASI WORD OF MOUTH

Abstract

The purpose of this research is to find out the marketing mix which consists of product, price, place, promotion,
people, physical evidence and process to the worth of mouth communication on the customers of Restoran Kober
Mie Setan Surabaya. In accordance with the characteristic of the population, 90 people have been determined as
samples. This research has been carried out by using quantitative approach with survey method in which the
research is conducted by issuing questionnaires. The multiple linear regressions are used as the research
analysis.The result of the research describes that from the 6 of 7 of marketing mix which have been observed
i.e.: product, place, promotion, people, physical evidence and process have significant influence to the word of
mouth communication. The price variable is the only variable in the marketing mix which does not have any
significant influence to the word of mouth communication. Meanwhile, the product variable is the variable which
has dominant influence to the word of mouth communication.
Keywords: Service Marketing Mix, Word of Mouth Communication, Restoran Kober Mie Setan Surabaya