USK Conferences, Roundtable for Indonesian Entrepreneurship Educators 2018

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THE EFFECT OF QUALITY SERVICE, PRICE AND PROCESS TO THE BUYING DECISION IN USING THE SERVICE AT ENVIROMENTAL LABORATORY
Indri Hapsari

Last modified: 2018-09-01

Abstract


Marketing is the important factor of the sales productivity, so the company should be able to identify the existing market information. The existing data will become the important source to prepare the right strategy. The purpose of marketing is to fulfill and to satisfy the need and the desire of the customer; therefore the company should learn and understand the customer behavior. The purpose of this research is to find out the influence of marketing mix service which consists of quality of service, price and process to the buying decision.

The population is the customer who has ever used the service of Environmental Laboratory Unilab Perdana and the samples size is 94. Data analysis techniques using multiple linier regression method and hypothesis testing using t-test at α = 0.05.

The result of test describes that quality of service, price and process to the buying decision is significant. The result of the partial coefficient value (r2) describes that process has dominant influence to the buying decision in using the service at Environmental Laboratory Unilab Perdana.


Keywords


Marketing mix, quality of service, price, process, buying decision