PENGARUH STIMULI PEMASARAN; PRODUCT/SERVICE, PRICE, PROMOTION, PLACE TERHADAP PROSES KEPUTUSAN SISWA MEMILIH BIMBEL
Abstract
Penelitian ini bertujuan untuk mengetahui signifikansi pengaruh stimuli pemasaran; product/service, price, promotion dan place terhadap proses keputusan siswa memilih bimbel di Jakarta. Sampel penelitian terdiri dari 75 orang siswa bimbel di lima wilayah Jakarta yaitu Jakarta Timur, Jakarta Pusat, Jakarta Selatan, Jakarta Barat dan Jakarta Utara. Metode analisis data menggunakan uji validitas, uji reliabilitas, regresi berganda, uji F dan uji t. Hasil penelitian menunjukkan bahwa product/service, price, promotion dan place secara simultan dan secara parsial berpengaruh signifikan terhadap proses keputusan siswa memilih Bimbel dan yang paling signifikan berpengaruh adalah place.
Keywords: Marketing Stimuli; Product/Service, Price, Promotion & Place, Purchase Decision Process
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