PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PENUMPANG DALAM MEMBELI TIKET MASKAPAI PENERBANGAN CITILINK

Abstract

This research is meant to find out of service marketing mix (7P) which consist of product, price,
promotion, place, people, process, and physical evidence to the costumer decision at juanda Airport in
purchasing ticket of Citilink airline. The population is all passengers who are in the area of Juanda
Airport who are waiting for their flight or have just landed at Juanda Airport through Citilink and the
amount of total samples are 100 passengers at Juanda Airport. This research is quantitative and the
primary data source is questionnaires and these questionnaires have been issued to the passengers who
are included in the research samples category. by using classic assumption test and multiple linear
regressions analysis which is processed by using computer software SPSS 16. The result of test shows
that it is feasible. The result of these research shows that the partial influences of every variablesis used as
research model to the costumer decision at Citilink Airline. among the results of the analyses, shows that
product, price, place, promotion, people, anda process do not have any significant influence. Physical
evidence has significant influence to the customer purchasing decision to the Citilink Airline.

Keyword: service marketing mix, Airport, and Purchasing Decision.