THE EFFECT OF SERVICE MARKETING MIX TOWARDS BUYING DECISION OF SAMIJAYA

Abstract

THE EFFECT OF SERVICE MARKETING MIX TOWARDS BUYINGDECISION OF SAMIJAYA The purpose of this study is to find out which factors can influence thedecision for wallpaper products. The factors included in this study includeproduct, price, promotion, location, human resources, processes,and physicalevidence. This research was conducted using descriptive quantitative analysis.The sample from this study was a prospective buyersfrom the Samijaya companywho had come to the Samijaya shop. The total number of respondents included inthe category is 100 people by using a purposive sampling. The data is collectedusing a questionnaire and the researcher usesSPSS program to process the data.The results of this study can be summarized into (1) all the independent variableare positively affecting the dependent variable, there are only two variables whichsignificantly affect the dependent variable buying decision which is product andphysical evidence, (2) physical evidence variable is the most significantindependent variable affecting buying decision, (3) with a determinationcoefficient of 0.35, it can be concluded that the independent variables can explainas much as 35% of the dependent variable, while the 65% can be explain with thevariables that were not in this study.