PENGARUH BAURAN PEMASARAN JASA DAN FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN BERKUNJUNG PADA PANTAI CAROCOK PAINAN

Abstract

This research examines the effect of service marketing mix and psychology factor on decision making to Visit Tourist at Carocok beach in Painan. The sampling method used was purposive sampling technique.The sample size was 100 tourists.The technique of data analysis by used multiple linear regresion,The results of study show that Place has a dominant influence on decision making to Visit Tourist at Carocok beach. The influence of service marketing mix and psychology factor on decision making to Visit Tourist in Carocok beach is 33.6% there are can be explained of product, price, place, promotion, people, process, physical evidence, motivation, perception and attitute,while the remaining 66,4% is influenced by other variables that are not included in the scope of this study. In test the hypothesis, the test of t count is used, in the amount of service marketing mix and psychological factor. This the hypothesis in this study is accepted that there is an influence product, place and perception on decision making to visit tourist at Carocok beach in Painan.
Keywords: service marketing mix, psychology factor and decision making to visit