PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MASYARAKAT MENJADI PELANGGAN PDAM SLEMAN DAERAH ISTIMEWA YOGYAKARTA

Authors

  • Mursyid Mursyid Akademi Manajemen Administrasi Yogyakarta
  • Muhammad Fatkhurohman Albashori Akademi Manajemen Administrasi Yogyakarta

DOI:

https://doi.org/10.32477/jrabi.v2i3.549

Keywords:

marketing mix, product, price, distribution, promotion, customer decision

Abstract

The purpose of this study was to determine 1) the influence of the product on the community's decision to become a customer of PDAM Sleman DIY; 2) the influence of price on the community's decision to become a customer of PDAM Sleman DIY; 3) the influence of distribution on the community's decision to become a customer of PDAM Sleman DIY; 4) the effect of promotion on the community's decision to become a customer of PDAM Sleman DIY; and 5) the effect of the curious mix consisting of product, price, distribution and promotion simultaneously on the community's decision to become a customer of PDAM Sleman DIY. The results of the study concluded that 1) The product has a significant influence on customer decisions of PDAM Sleman. This is evidenced by the t arithmetic value of 6.471; 2) Price has a significant influence on customer decisions of PDAM Sleman. This is evidenced by the t-count value of 3.157; 3) Distribution has a significant influence on customer decisions of PDAM Sleman. This is evidenced by the t value of 7.033; 4) Promotion has a significant influence on customer decisions of PDAM Sleman. This is evidenced by the value of t count of 5.173; and 5) Product, price, distribution and promotion together have a significant influence on customer decisions of PDAM Sleman. This is evidenced by the calculated F value of 74,316.

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Published

2022-10-11

How to Cite

Mursyid, M., & Albashori, M. F. (2022). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MASYARAKAT MENJADI PELANGGAN PDAM SLEMAN DAERAH ISTIMEWA YOGYAKARTA . Jurnal Riset Akuntansi Dan Bisnis Indonesia, 2(3), 641 –. https://doi.org/10.32477/jrabi.v2i3.549