THE ANALYSIS OF MARKETING MIX TOWARDS CUSTOMER BUYING DECISION AT VICTORIA MAKEUP SCHOOL JAKARTA IN 2014

Abstract

Victoria Makeup School is one of the famous makeup schools in Jakarta. The school provides good makeup school program. However, the number of students experienced insignificant increasing per period especially in 2014. This research was then conducted in finding the influence of service marketing mix towards buying decision. According to the theory, service marketing mix that consists of product (service), price, place, promotion, people, physical evidence, and process is one of the factors that influence customer buying decision. This research is quantitative with utilizes multiple linear regression. The population is all the students of Victoria Makeup School in 2014. The study focuses on the students of Victoria Makeup School in the year 2014 which contains of 5 periods / batches. The period or batch in Victoria Makeup School is the period that is calculated per Final Examination Total sampling is being used in this research with the total of 40 people. The conclusion of the research is shown in the result of SPSS 20.0 with the R Square value of 0.925 obtained; it means that 92.5% customer buying decision can be represented by the variable of marketing mix. Although not all the factors are significant, these factors are useful consideration tools for Victoria Makeup School management to make greater business strategy, so that the number of students can grow.