PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN SISWA MEMILIH SMA BARUNAWATI SURABAYA

Abstract

This research is meant to find out the influence of service marketing mix which consists of product, price, place, promotion, people, physical evidence, and process to the student decision in choosing the education institution at Barunawati Senior High school Surabaya. The population is all students of class X at Barunawati Senior High school Surabaya. The samples are 100 students who have been selected as the respondents. The sample collection technique has been done by using accidental sampling method. The quantitative with the survey method is used as the research method. The multiple linear regressions analysis are used as the data analysis technique. The result of the test shows that service marketing mix which consists of product, price, place, promotion, people, physical evidence, and process have positive and significant influence to the student decision in choosing the education institution at Barunawati Senior High School Surabaya. Based on the result of partial coefficient determination test, the variable which has dominant influence to the student decision in choosing Barunawati Senior High school Surabaya is people. The Barunawati Senior High school Surabaya should consider the service marketing mix aspect in order to increase the number of student.
Keywords :Service Marketing Mix of, Student Decision, Barunawati Senior High School Surabaya.