AN ANALYSIS OF SERVICE MARKETING MIX ELEMENTS TOWARD CUSTOMERS’ BUYING MOTIVATION (STUDY CASE VOGUE COUTURE IN JAKARTA)

Abstract

The objective of this research is to analyze the service marketing mix elements toward customers’ buying motivation in Vogue Couture where this research takes case study in Jakarta. Researcher uses product, price, promotion, and people (part of the Marketing Mix 7Ps) as the aspects of the research. This research can show the level of customers’ buying motivation on the Vogue Couture. In this research show that overall of the aspect of service marketing mix motivates the customers, but one of the aspects which is price has to be improved, so all the customers will feel more motivate. In this research, people have the strongest influence than other aspect. This research uses quantitative method. The data were obtained by distributing questionnaires to 85 respondents, but only 70 respondents will be considered. In processing the data, researcher conducts through questioner using SPSS version 16. Those tests are validity test, reliability test, data classic assumption test, F test, T test, coefficient determination test, and multiple regression analysis.According to multiple regressions analysis, it shows the formula of this research is y =1.481+0.498X1 + 0.057X2 + 0.268X3 + 0.859X4 where X1 = product, X2 = price, X3 = promotion, X4 = people. Through this formula shows that X1, X2, X3, X4 have positive correlation toward customers’ buying motivation, but the X2 has low correlation toward customers’ buying motivation. The value of adjusted R2 on this test is 0.725 means that the independent variables can influence the dependent variable about 72% and the other factors influence the rest which is 18%. F – test in this research shows that the independent variables simultaneously give influence to dependent variable with the significance level 0.000 and F value 42.903. For the t¬ – test, it shows that most of all independent variable has influenced the customers’ buying motivation, except product and price which has t value lower than t table.