Pengaruh Strategi Pemasaran (7P) Dalam Pengambilan Keputusan Pengguna Jasa Pemancingan (Studi Pada Pemancingan Suko Kabupaten Lumajang)

Abstract

This research was conducted based on the phenomenon that occurs in Suko fishing in Lumajang District which has been established for 22 years from 1999 which has increased, this fishing area already has 18 fishing plots with very large income per year and this fishing is the largest fishing in Lumajang district. . This study aims to determine the effect of products, prices, locations, promotions, people, processes and physical facilities on decision making on consumers who use services in suko fishing. This research was conducted on consumers who use suko fishing services with a sample of 80 respondents. The sampling technique used is purpose sampling, with the criteria of respondents who have used the fishing services at least twice. The data analysis technique in this study is multiple linear regression analysis using SPSS software. The results of this study reveal that there is a partially insignificant effect on the product, price, location, people and physical facilities variables on decision making, for the promotion and process variables have a significant effect. Then simultaneously the variables of product, price, location, promotion, people, processes and physical facilities have a simultaneous effect on decision making.