ANALYSIS OF THE OPTIMIZATION OF THE IMPLEMENTATION OF SERVICE MARKETING MIX ON STUDENT’S SATISFACTION
Abstract: This study aims to
analyze how much influence the marketing mix to the satisfaction of Students of
the Faculty of Economics, Galuh University of Ciamis. Marketing Mix Services by
combining Price (X1), Place (X2), Process (X3), People (X4) and Physical Evidence
(X5) in synergy to affect student satisfaction and analyze which of the five
marketing mix that most influence on student satisfaction. Methods of data
collection method used in this research Field Research (observation,
interviews, and questionnaires) and using a Likert scale and the determination
of the sample used was accidental sampling as many as 96 samples. With the
method simple and multiple linear regression. The results are partially Price
(X1): 15:46%, Place (X2): 18:36%, Process (X3): 39.22%, People (X4): 36.24% and
Physical Evidence (X5): 61.82%, and simultaneously at 68.09%. 31.91% influence
of other variables. By using SPSS shows of the five components of marketing mix
variables only place (X2) and Physical Evidence (X5) positive and significant
impact on student satisfaction (Y), because the level of significance of
<0.05, while the variable price (X1), process (X3) and people (X4) effect on
student satisfaction (Y), but not significant. Due to the significance level
above 0.05 (> 005).
Keywords: price, place,
process, people, physical evidence, student satisfaction
Penulis: Moch. Aziz Basari, Dani
Usmar, Mukhtar Abdul Kader
Kode Jurnal: jpmanajemendd170291
