EFFECT OF SERVICES MARKETING MIX LEASE PURCHASE DECISION IN CONSUMER TRANSPORT KM. SUMBER REZEKI BARU PORT ESTUARY IN PADANG

Abstract

This study aims to determine whether the marketing mix of product, price, distribution, promotion, people, process, physical evidence of an influence on the purchase decisions of consumers in the rental transport KM Sumber Rezeki Baru in the harbor estuary Padang. The sample in this study is the consumer who never or several times to buy rental KM transport new sources of sustenance at the mouth of the harbor as many as 120 respondents desert. The data used are primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T test statistics to demonstrate the effect of independent variables on the dependent variable significantly. The results of this study found that the variable Product,Price,Distribution,promotion, People, Process, Physical evidence. Of a significant effect on consumers in the purchase decision KM transport rental. new sources of sustenance in the harbor estuary Padang. Keywords: Product, Price, Distribution, promotion, People, Process, Physical evidence.