PERANCANGAN STRATEGI MARKETING MIX 7P PADA BIMBINGAN BELAJAR SONY SUGEMA COLLEGE UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN

• Main Author: Husain, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71077
• Institution: Institut Teknologi Bandung

Sony Sugema College (SSC) is a tuition centre that has been established since 1990. SSC offers various types of programs and majors (science class and social studies). SSC has more than 15 branches in Indonesia. SSC still provides conventional services, namely face-to-face learning. SSC is experiencing obstacles, especially during the Covid-19 pandemic. This is proven by the number of students in SSC which has tended to decrease since the pandemic, which was reduced by 42% compared to 2021. SSC has a certain number of student targets in 2022, but this has not been achieved so far. To achieve this target, SSC needs to develop a marketing mix strategy that is accurate and in accordance with consumer needs to improve purchasing decisions. Identification of marketing mix variables that have a positive and significant effect partially (the effect of each variable) and simultaneously (the effect of all variables) on purchasing decisions is the goal of this study. With this aim, a model was built based on previous research which discussed the influence of the marketing mix on purchasing decisions. The model is then analyzed using the partial least squares structural equation modeling (PLS-SEM) technique to identify marketing mix variables that have a positive and significant effect on purchasing decisions. The results shown from this study are that all marketing mix variables including product, price, location, promotion, physical evidence, people, and process simultaneously have a positive and significant effect on purchasing decisions. Then, the results show that promotion, place, and process are variables that have a positive and significant effect on purchasing decisions. With these results, the marketing mix strategy is designed based on the aspects of promotion, place, and process.