ANALISIS BAURAN PEMASARAN JASA DAN PENGARUHNYA TERHADAP KEPUTUSAN MEMILIH LEMBAGA KURSUS DI SIMPANG EMPAT KABUPATEN PASAMAN BARAT

Abstract

Institute courses play an important role to provide solutions to increase the student
knowledge. Because interesting to follow the course is quite high, the competition in this
activity is quite high too. The key success of an institution winning the competition course
is determined by an understanding of the customer's purchase decision. Among the
concepts that can explain the customer's purchase decisions are the elements of the
marketing mix. The aim of this study was to examine the influence of each marketing mix
element to the purchasing decision of customers. Respondents of this study were all
parents of student of the course institution in Simpang Empat, West Pasaman totaling
1,017 people. By the Slovin method the samples are 288 people. Data were collected by
questionnaires. The analysis showed that price and promotion are not positive and
significant impact on the customer decision while others are positive and significant
impact. The findings of this study provide practical implications for the institutions in the
course of Simpang Empat, West Pasaman that to increase the number of students in the
future, it is recommended to improve the product, location, personnel, processes and
physical facilities.
Keywords: Decision Selection, Product, Price, Promotion, location, personnel,
process and Physical Infrastructure.