Pengaruh Marketing Mix terhadap Proses Keputusan Berkunjung ke Museum Ranggawarsita Semarang (Universitas Negeri Semarang, 2014)
Abstrak Masalah yang dikaji dalam penelitian ini adalah adakah pengaruh produk, harga, tempat, promosi, orang, proses, dan bukti fisik terhadap keputusan pembelian baik secara parsial maupun simultan. Tujuan penelitian ini untuk menganalisis pengaruh parsial dan simultan produk, harga, tempat, promosi, orang, proses, dan bukti fisik terhadap proses keputusan berkunjung. Populasi dalam penelitian ini adalah semua pengunjung Museum Ranggawarsita Semarang. Berdasarkan perhitungan, jumlah sampel yang digunakan dalam penelitian ini sebanyak 115 responden. Teknik sampling yang digunakan adalah accidental sampling. Metode analisis yaitu uji instrumen (uji validitas dan uji reliabilitas), analisis deskriptif persentase, uji asumsi klasik dan regresi linear berganda menggunakan SPSS statistics version 17. Hasil penelitian ini dengan analisis regresi diperoleh persamaan Y = 8,748 + 0,846X1 - 0,424X2 + 0,413X3 + 0,475X4 - 0,159X5 + 0,485X6 - 0,220X7. Koefisien determinasi (Adjusted R2) sebesar 0,592, dalam hal ini dapat diartikan bahwa proses keputusan berkunjung dijelaskan oleh produk, harga, promosi, tempat, orang, proses, dan bukti fisik sebesar 59,2%, sedangkan sisanya 40,8% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Simpulan dari penelitian ini adalah produk, promosi, tempat, dan proses berpengaruh positif terhadap proses keputusan berkunjung, sedangkan harga, orang, dan bukti fisik berpengaruh negatif terhadap proses keputusan berkunjung. Saran bagi Manajemen Museum Ranggawarsita Semarang menganalisis elemen bukti fisik dan skill karyawan agar sesuai dengan harapan konsumen. Dengan demikian strategi harga bisa menyesuaiakan sesuai dengan harapan konsumen. Kata Kunci: Keputusan Berkunjung, Marketing Mix ABSTRACT The problem which is investigated in this research is the influence of products, price, place, promotion, people, process, and physical evidence toward decision of buying something whether it is partial or simultaneous. Aim of this research is analyzing the partial and simultaneous decision to products, price, place, people, process, and physical evidence toward the process of decision to visit the place. Population of this research is all visitor of Ranggawarsita Museum in Semarang. Based on the counting, the number of samples which is involved is 115 respondents. Sampling technique which is used is accidental sampling. The methodology of this research is instrument test (Validity test and reliability test), Descriptive analysis percentage, classical assumption test and double linear regression using SPSS statistics version 17. The result of the research can be determined by the equation of Y = 8,748 + 0,846X1 - 0,424X2 + 0,413X3 + 0,475X4 - 0,159X5 + 0,485X6 - 0,220X7. Determination coefficient (R2 Adjusted) is 0,592, it could be determined that the process of decision to visit is explained with products, prices, promotion, place, people, process, and physical evidence in 59,2%, but the other 40,8% is explained by other variables which is not involved in this research. The conclusion of this research is products, promotion, place, and process are influentially positive toward the decision process of visiting, but price, people, and physical evidence are influentially negative toward the decision of visiting. The suggestion for the Manager of Ranggawarsita Museum of Semarang is they need to determine the physical and skill elements of the employee so that it could be in line with the consument’s hope. Then, that is the strategy of pricing can be determined as what the consument want. Key Words: Decision to visit place, Marketing Mix