PENGARUH BAURAN PEMASARAN JASA “HOUSE OF BALLOON” TERHADAP NIAT BELI ULANG KONSUMEN
Abstract: The human needs
change such as celebrate birthday party, business promotion, or memorable
wedding. House of Balloon as a business in service of making shape balloon must
improve their competitiveness, which is about the service marketing mix. A good
implementation of service marketing mix can increase the customer repurchase
intention.This research objective is to determine the effect of service
marketing mix to customer repurchase intention both partially and
simultaneously. The data collection method using questionnaire survey for entire
population and obtained the number of samples about 120 respondents who ever
used the service of shape balloon House of Balloon. The research method using multiple
regression analysis, t-test, F-test, and the coefficient determination. Based on
the results, the calculated F value (18.065) larger than F table (2.09) and the
significance level of 0.000 smaller than 0.05, which means the service
marketing mix HOB affect the customer repurchase intention simultaneously.
Based on result of t-test that only service marketing mix product (2.833),
promotion (3.541), and process (3.374) that significantly affect the customer
repurchase intention partially. The result of coefficient determination show
that 50.1% customer repurchase intention influenced by the service marketing
mix of HOB, while the rest influenced by other factors.
Penulis: Paulus Rachmat
Chayana
Kode Jurnal: jpmanajemendd140694
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