SERVICE MARKETING MIX PERCEPTION AND VISITING INTENTION: CASE OF SHELTER CAFE & BAR BANDUNG

• Main Author: Bonita Wangsa (NIM19014121 ), Sarah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24214
• Institution: Institut Teknologi Bandung

The purpose of this study is to understand the customer intention towards visiting Shelter Cafe & Bar and its relationship with service marketing mix. Using quantitative method, researcher used questionnaire to collect data that will be spread to 365 respondents. <br /> <br /> Sampling method that are used in this research is convinience sampling. After the data are gathered, researcher will check the validity and reliability using Pearson Corellation and Cronbach Alpha, after the data are valid and reliable, variables are being tested using Classical Assumption Test. Classical Assumption test consist of five test which are Normality Test, Multicollinearity Test, Heteroscedasticity Test, Autocorelation Test and Linearity Test. Variables which are not suceed during Classical Assumption test will be <br /> <br /> omitied for further analyze using IBM SPSS Statistic to find out Multiple Linear Regression. The outcome of research will be proposed to Shelter Cafe & Bar to improve their service marketing mix in order to increase the visitor number. The result shown that promotion become the most important variable among other variable, <br /> <br /> but promotion is still unfavorable toward customer perception. The Multiple Linear Regression shown that among 3 hypotheses that are tested, Place and Physical Evidence hypotheses are rejected while only promotion give the most significant relationship toward visiting intention.