PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE MARTPOINT

Abstract

The purposes of this research are (1) The variables of product, price, promotion, place, people, process and
physical evidence partially have significant influence to the customers’ at Café Martpont; (2) to find out which
one from the variables of product, price, promotion, place, people, process, and physical evidence has dominant
influence to the customers’ at Café Martpoint. This research is a quantitative that is carried out by using
comparative casual method. The population is 98 customers of Café Martpont. Meanwhile, the samples are 98
which have been selected by using purposive sampling as samples collection technique. The multiple linear
regressions are used as data analysis technique. Based on the result of discussion and analysis it can be
concluded that partially product, price, place, promotion, process, people and physical evidence variables have
significant and positive influence to the customers’ decision in Café Martpont;. This condition is shown by the
significance value of each variable is under α = 5 %. Promotion variable is the variable which has dominant
influence to the customers’ decision in Café Martpont;. It can be seen from the partial determination coefficient
value (r2) of this variable is 4.93% which is the largest among other partial determination coefficient value (r)
variables.
Keywords: product, price, physical evidence and customers’ decision