ANALIS PENERAPAN BLUE OCEANS STRATEGY PADA SERVICE MARKETING MIX TERHADAP KEPUTUSAN PENGGUNAAN JASA GOJEK

Abdul Qadir, Zakaria Wahab, Welly Nailis

Abstract


The main objective of this research was to determine the effect of servicemarketing mix to the decision to use services of go-jek. The sample used in this studywere 120 respondents from consumer Go-jek. The sampling method used is purposivesampling due to the homogeneity of the consumer. The coefficient of determinationshow that 53.9% indicates the use of services affected by the decision variable servicemarketing mix (product, price, place, promotion, people, process,and physicalevidence). Data analysis technique used is multiple regression analysis. Results ofresearch showed that service marketing mix decisions affect the use of the servicesimultaneously. Partially, only the variable price, people, and physical evidence that hasa significant influence on the decision to use services of Go-jek.Keyword : service marketing mix, promotion, decision to use services.

Full Text: PDF

Refbacks

  • There are currently no refbacks.


Jurusan Manajemen
Fakultas Ekonomi - Universitas Sriwijaya
Kampus Inderalaya KM 32 Ogan Ilir
Sumatera Selatan 30662

 

Lisensi Creative Commons
Jurnal Ilmiah Manajemen Bisnis & Terapan oleh Jembatan disebarluaskan di bawah Lisensi Creative Commons Atribusi-NonKomersial-BerbagiSerupa 4.0 Internasional

hits
counter
Statistik Pengunjung