Analisis pengaruh marketing mix 4c (customer, cost, convenience dan communication) terhadap customer decision (studi pada townsquare Surabaya)

Laksmita, I Gusti Ayu Made Agung (2014) Analisis pengaruh marketing mix 4c (customer, cost, convenience dan communication) terhadap customer decision (studi pada townsquare Surabaya). Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

This study intended to determine the effect of the Customer, Cost, Convenience and Communication to the Customer Decision visitors TownSquare Surabaya. The sample that used in this study is Surabaya TownSquare visitors that have ever visited last up to three months and living in the region of Surabaya city with a number of respondents as many as 100 people. For processing and analyzing the data in this thesis the researcher is using Structural Equation Modeling (SEM) with AMOS 22.0 software as the software to process the data.This analysis result showed that the Customer, Cost, Convenience and Communication provide a positive and significant effect on the Customer Decision. These findings indicate that Cost has the highest influence on the Customer Decision with a regression coefficient of 0.399. Next is a Customer who has regression coefficient of 0.283. Meanwhile, Convenience and Communication has regression coefficient of 0.256 / Penelitian ini ditunjukan untuk mengetahui pengaruh Customer, Cost, Convenience dan Communication terhadap Customer Decision pengunjung TownSquare Surabaya. Sampel yang digunakan pada penelitian ini yaitu pengunjung TownSquare Surabaya yang pernah melakukan kunjungan maksimal tiga bulan terakhir dan bertempat tinggal diwilayah kota Surabaya dengan jumlah responden sebanyak 100 orang. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 22.0 sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Customer, Cost, Convenience dan Communication memberikan pengaruh yang positif dan signifikan terhadap Customer Decision. Temuan tersebut mengindikasikan bahwa Cost memiliki pengaruh yang tertinggi terhadap Customer Decision dengan koefisien regresi sebesar 0.399. Berikutnya adalah Customer yang memiliki koefisien regresi sebesar 0.283. Sedangkan Convenience dan Communication memiliki koefisien regresi sebesar 0.256

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