PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PELANGGAN MENGGUNAKAN JASA TERATAI LAUNDRY MEDAN

Abstract

The laundry business, namely Teratai Laundry Medan, runs its business using a service marketing mix
or commonly called 7P. Therefore, this study aims to determine the effect of the marketing mix on
customer decisions to use the services of Teratai Laundry Medan. This study uses a descriptive method
with data collection techniques, namely observation, interviews, questionnaires, and documentary
studies. The population is all consumers of Teratai Laundry Medan. The sample of this study was 100
people with a sampling technique in the form of purposive sampling, considering that consumers make
payments on their own behalf and have used laundry services at least 2 times. The data analysis of this
research is in the form of multiple linear regression quantitative analysis, used to determine the effect
of the marketing mix consisting of 7 independent variables, namely product (X1), price (X2), place (X3),
promotion (X4), people (X5), process ( X6), physical evidence (X7) against customer decisions. The
analysis uses SPSS software version 24.0 to make it easier to process and interpret research results.
Most of the respondents in this study were male, aged 20-29 years, high school education level, worked
as a private employee, and had an income of Rp. 1,500,000 – Rp. 2,499,000. Determination (R2) shows
a value of 0.50. The correlation coefficient (R) shows a value of 0.71. The partial F analysis test shows
that the calculated F is greater than 

the F table (13,35 > 2,10) which means Ho is rejected and Ha is accepted. The t-test results show that
product and place have a partial effect, then price, promotion, people, process, and physical evidence
have no partial effect on purchasing decisions.