The Effect of Service Marketing Mix on Consumer Decision Making

Abstract

The purpose of this study is to determine the effect of service marketing mix to consumer decision making. The location of the research was conducted in Hero Tailor Makassar. Meanwhile, the research population were all consumers who chose men's suits on Hero Tailor Makassar while the samples were 100 respondents. Data collection techniques used were: 1) questionnaires, 2) documentation techniques, 3) interviews. Data analysis used was path analysis with multivariate analysis development using SPSS. The results showed that the most influential product variables on consumer decisions. Next followed by variable price, promotion, people, location and physical evidence. However, process variables are indicators that have no relationship or influence between consumer decisions.