PENGARUH BAURAN PEMASARAN JASA, KELUARAG DAN MOTIVASI TERHADAP KEPUTUSAN PEMILIHAN SMK NEGERI 1 KOTA SUNGAI PENUH
Abstract
Educational sector contributes impotant role to support regional development including in the city of Sungai Penuh. Therefore, educational business always faces high competition. One of efforts to win the competition, every educational business should be able to clearly understand consumer behavior particularly his/her buying decision and its determinants. Among factors that influence customer buying decision are service marketing-mix, family and motivation. The porpose of this reseach is to investigate the effect of service marketing-mix, family and motivation on consumer’s buying decision of SMK Negeri 1 Sungai Penuh. The research population is all students parent which accounted for 619 and the useful sample is 243 persons by employing proportional stratified random sampling. The primary data gathered from respondent perception while the secondary data was collected from government educational department and SMK Negeri 1 Sungai Penuh. In order to test hypotheses development, this research conducted multiple regression analysis by performing Statistical Package for Social Science version 16.0. The results of analysis showed that 1)The variables of product, price, promotion, place, people, process, family dan motivation postively and significantly influence consumer’s buying decision of SMK Negeri 1 Sungai Penuh. 2) The variable of physical evidence was found not to have significant effect on consumer’s buying decision of SMK Negeri 1 Sungai Penuh. 3) The variable of people was registered to have the highest impact on consumer’s buying decision of SMK Negeri 1 Sungai Penuh, and then followed by motivation, promotion, family, process, place, product and price. 4) The effect of service marketing-mix, family and motivation on consumer’s buying decision of SMK Negeri 1 Sungai Penuh accounted for 59.5%, while the 40.5% was explained by other variables that are excluding this research model. The result of analysis provides practical contributions and recommends to enhancing service marketing-mix, family and motivation.
Keywords: Service Marketing-Mix, Family, Motivation and Consumer Buying Decision.
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