1 Student of PSDKU Management Study Program, Tadulako University, Tojo Una-Una
2 Lecturer of Management Department Faculty of Economics and BusinessTadulako University
Abstract
The service marketing mix is a combination of seven activities that are the core of the marketing system. The type of research is quantitative, focusing on knowing the cause-and-effect relationship with a cross-sectional approach. The study population is consumers at PT Togean Indah Group Ampana with a sample of 80 respondents using the accidental sampling technique. Data collection uses questionnaires that have been tested for validity and reliability and analyzed using Multiple Linear Regression. The results showed that the average marketing mix consisted of: product of 4.16, price of 39.4, promotion of 38.7, place of 4.40, people of 3.87, process of 4.21 and physical evidence of 4.18. Partially, products, promotions, processes and physical evidence have a significant effect on the purchase decision, whereas price, place and person have no significant effect on the purchase decision. As a result of simultaneous tests, the marketing mix has a significant effect on purchasing decisions. The quadratic R value of 77.4% shows that the purchase decision is influenced by the marketing mix variable (7P) of 77.4%. To improve consumer decisions in choosing a PT. Togean Indah Group Ampana as a transportation service is to improve services by providing a clean and comfortable waiting room.
Keywords: Service Marketing Mix, Consumer Decision
