Menganalisis Pengaruh Strategi Bauran Pemasaran Terhadap Pembelian Sertifikat Laik Operasi Tegangan Rendah (SLO-TR)

Abstract

This research aims to analysis the significant influence between marketing mix strategy on the purchase of Low Voltage Operating Eligibility Certificate (SLO-TR). Marketing mix strategy indicator as independent variable are product (X1), price (X2), location (X3), promotion (X4), people (X5), process (X6) and physical evidence (X7). The purchase decision indicator of Low Voltage Operating Eligibility Certificate (SLO-TR) as the dependent variable is the purchasing decision (Y). Quantitative research methods are described in multiple linear regression analysis models. The population is obtained from customers who make purchasing decision for Low Voltage Operating Eligibility Certificates (SLO-TR) at PT. Serkolinas. Type of research with primary data collected by dissemination of questionnaire. Using the Slovin formula, the number of respondents who became a sample of 100 people for further analysis. Stratified proportionate sampling technique by random sampling. Research results: (1) The estimation model shows an R2 value of 0,534 which represents the value of the coefficient of determination. This means that 53,40% of the dependent variable variation is able to be explained by the independent variable in this model. The remaining 46,60% is explained by other causes that are not included in the model; 2) The regression model on the independent variable simultaneously influence the dependent variable; and (3) This research produces results that product (X1), price (X2), process (X6) and physical evidence (X7) are influential and significant in analysis the influence of marketing mix strategy on purchasing decision (Y). But, place (X3), promotion (X4) and people (X5) had no influential and were not significant in analysis the influence of marketing mix strategy on purchasing decision (Y).