Effect of Marketing Mix (7P) on Decision of Consumer Selection in NY Dental Clinic of Surabaya City

Abstract

This study aims to analyze the influence of product, price, place, promotion, people, physical evidence, process to the purchase decision. This study used seven independent variables are product, price, place, promotion, people, physical evidence, process with one dependent variable, namely the purchase decision. In connection with the purchase decision, in this study focuses on factors that could cause consumers to make purchase decisions, namely product factor, price, place, promotion, people, physical evidence, process. The data in this study were collected through questionnaires and implemented to 92 consumers of NY Dental Clinic as the study sample. Data analysis methods used are quantitative analyzes, the test reliability and validity, the classical assumption test, t test and F test, coefficient of determination as well as multiple linear regression analysis. Based on the results of data analysis, showed that: product variables have significant and positive influence on purchase decisions, price variables have positive and significant impact as well as having the greatest influence on purchase decisions, place the variable has a negative and significant influence on purchase decisions, promotion variables have a positive influence and significant impact on purchasing decisions,people variables have a negative influence and significant impact on purchasing decisions, physical evidence variables have a positive influence and significant impact on purchasing decisions, process variables have a positive influence and significant impact on purchasing decisions.