PENGARUH BAURAN PEMASARAN 7 P TERHADAP KEPUTUSAN PEMBELIAN (PEMAKAI JASA) GADAI DI PEGADAIAN CPP PURWOTOMO SURAKARTA

Abstract

This study aims to determine the effect of the 7P marketing mix either partially or
simultaneously on the puchase decision (use of service) of pawns at PT Pegadaian CPP
Purwotomo Surakarta. This type of research is quantitative research. With the sampling
technique using simple random sampling. The sample in this study amounted to 103
customers of PT. Pegadaian CPP Purwotomo Surakarta. The data collection technique
uses a questionnaire that is processed using SPSS 19. The results of this study indicate
that the 7P marketing mix variables do not all have a positive effect on purchasing
decisions (use of services) pawns at PT. Pegadaian CPP Purwotomo Surakarta. The data
analysis used is validity test, reliability test, classical assumption test, multiple linier
regression test, hypothesis test, and coefficient of determination. The results of this study
indicatet that the product (X1), Price (X2), Place (X3), People (X5), Process (X6), and
Physical evidence (X7) have no effect on purchasing decisions (use of services) pawns at
PT. Pegadaian CPP Purwotomo Surakarta. Promotion (X4) has an effect on purchasing
decisions (use of services) pawns. The seven P’s of marketing mix variables
simultaneously influence purchasing decisions (use of services) pawns at PT. Pegadaian
CPP Purwotomo Surakarta.