PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMILIHAN JASA RUMAH KOS (STUDI KASUS MAHASISWA YANG MENGGUNAKAN JASA RUMAH KOS DI MARANSI AIA PACAH

Abstract

Boardinghouse is a fundamental requirement that students need, one that is able to
compete then the manager of the boarding house thinking of marketing mix strategy, particularly
services of boarding houses that can not be separated from the product, price, promotion, place,
people, process and physical evidence. Boarding house managers the ability to optimize the
marketing mix strategy tends to be directed at the behavior of prospective students in choosing a
boarding house as a place to stay or rest. Total population under study can not be identified in
number. The sample in this study amounted to 120 people, in which the determination of the
sample using the formula have now (2006), namely (the dependent variable + independent
variable) x 15. The sampling technique using proposive sampling and data types with
questionnaires closed. In this study only promotion variables and processes that are positive and
significant impact on purchasing decisions because sig < 0.05 furthermore, variable product,
price, place, people and physical evidence does not significantly influence consumer purchase
decisions because sig > 0.05 ,
Keywords: Services marketing mix, Consumer selection decision.