PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENGGUNAKAN JASA PT. POS INDONESIA (PERSERO) SURABAYA

Abstract

The Goods Delivering Service industry has developed regulary from time to time. One of them is PT. Pos Indonesia (Persero) which engaged in shipping goods. This business activity which is carried out by PT. Pos Indonesia (Persero) has currently lacks of its consumer loyalty. This happens as more and more consumers prefer to have other logistics services companies. While, this research aimed to find out the effect of marketing mix on the decision to have services of PT. Pos Indonesia (Persero). Marketing is a process where companies create its value in developing customers relationships. The population was consumers who would and had used the services of PT. Pos Indonesi (Persero). While, the data used primery. Moreover, the sampling collection technique used purposive sampling with total sample of 98 respondents. In addition, the research results concluded product, price, location, promotion, people and process had affected on the decision to have services of PT. Pos Indonesia (Persero) with significance of ≤ 0,05. In conclusion, products, prices, locations, promotions, people and processes had affected on the decision to have services of PT. Pos Indonesia (Persero). At this point, the company was expected to consider products, prices, locations, promotions, people and processes in order to maintain the consumers to have the services of PT. Pos Indonesia (Persero).

Keywords: product, price, location, customers satisfaction