PENGARUH BAURAN PEMASARAN, KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KUPUNYA RUMAH MODE

Abstract

The existence of BO (boutique outlet), FO (factory outlet), dan Distro (distribution store) grow fast in Surabaya. In order to find out customer needs and desires company is required to indentify and to evaluate what factor is considered by customers before conduct purchasing decision. This research is meant to find out the influence of marketing mix which consist of product, price, place, promotion and service quality to the purchasing decision at Kupunya Rumah Mode Boutique Surabaya. Quantitative research has been applied in this research with causal research type. The sample collection technique has been done by using nonprofitability sampling method which is accidental sampling. The research data has been done by issuing questionnaires to 90 respondents who have ever purchased at Kupunya Rumah Mode Boutique Surabaya. The analysis technique has been performed by using multiple linear regression. The result of the research which is based on the t-test shows that product, price, place, promotion and service quality partially give significant influence to the purchasing decision. It means that the enhancement of purchasing decisions can be influenced by product, price, place, promotion and service quality.
Keywords: marketing mix, service quality, purchasing decision.