<![CDATA[Abstrak Penelitian ini dilakukan dengan tujuan untuk mengetahui keadaan bauran pemasaran jasa dan keputusan pembelian produk jasa pengiriman di kantor Pos Cabang Subang, serta untuk mengetahui pengaruh bauran pemasaran jasa terhadap keputusan pembelian. Adapun yang menjadi objek pada penelitian ini yaitu mengenai seberapa besar pengaruh bauran pemasaran jasa terhadap keputusan pembelian produk jasa pengiriman Pos Reguler di Kantor Pos Cabang Subang. Lokasi pada penelitian ini yaitu di Kantor Pos Cabang Subang yang berada di Jl. Jend. Achmad Yani No. 36, Karanganyar, Kecamatan Subang. Metode yang digunakan adalah kuantitatif kausal, dengan teknik pengumpulan data yang digunakan yakni dengan observasi dan kuesioner. Data diperoleh dari responden dilakukan melalui teknik sampel dengan jumlah sampel sebanyak 100 orang dari seluruh populasi. Hasil penelitian menunjukan bahwa berdasarkan hasil hitung uji koefisien determinasi diperoleh koefisien determinasi sebesar 0,228 atau 0,228 x 100 = 22,8% yang memiliki pengertian bahwa pengaruh variabel bebas (Bauran pemasaran jasa) terhadap variabel terikat (Keputusan pembelian) adalah sebesar 22,8% dan selebihnya 77,2% dipengaruhi oleh faktor-faktor lain yang tidak peneliti teliti. Dan berdasarkan uji hipotesis yang dilakukan, secara simultan diperoleh Fhitung lebih besar daripada Ftabel yaitu 28,954 > 3,94 maka H0 ditolak dan Ha diterima, adapun secara parsial menunjukan diperoleh thitung lebih besar daripada ttabel yaitu 5,381 > 1,987 maka H0 ditolak dan Ha diterima, sehingga dapat diartikan bahwa bauran pemasaran jasa baik secara parsial maupun simultan berpengaruh terhadap keputusan pembelian. Kata Kunci: Bauran Pemasaran Jasa, Keputusan Pembelian, Jasa Pengiriman Abstract This research was conducted with the aim to determine the condition of the service marketing mix and the decision to purchase delivery service products at the Subang Branch Post Office, as well as to determine the effect of the service marketing mix on purchasing decisions. As for the object of this study, namely how much influence the service marketing mix has on the purchasing decision of Regular Post delivery service products at the Subang Branch Post Office. The location in this study is at the Subang Branch Post Office which is on Jl. Gen. Ahmad Yani No. 36, Karanganyar, Subang District. The method used is causal quantitative, with data collection techniques used namely by observation and questionnaires. Data obtained from respondents was carried out through a sampling technique with a total sample of 100 people from the entire population. The results showed that based on the results of calculating the coefficient of determination test, the coefficient of determination was obtained by 0.228 or 0.228 x 100 = 22.8%, which means that the influence of the independent variable (service marketing mix) on the dependent variable (purchasing decision) is 22.8% and the remaining 77.2% is influenced by other factors that the researchers did not examine carefully. And based on the hypothesis testing carried out, simultaneously obtained Fcount is greater than Ftable, namely 28.954 > 3.94, then H0 is rejected and Ha is accepted, while partially showing that tcount is greater than ttable, namely 5.381 > 1.987, then H0 is rejected and Ha is accepted, so it can be interpreted that the service marketing mix either partially or simultaneously influences the purchasing decision. Keywords: Service Marketing Mix, Purchasing Decisions, Delivery Services]]>
