PENGARUH PROGRAM BAURAN PEMASARAN JASA TERHADAP PEROLEHAN LABA PERUSAHAAN JASA KONSULTAN PERENCANA BANGUNAN
Abstract: The turbulence
environment affects the customer
requirements of the needs and wants of product or service. Competition in the industry is becoming very
keen. To win this competition
company needs implementative and
adaptive marketing programme
and strategy to
deliver the product
or service, so
that the customer
accepts it better than the
competitors (superior). Marketing mix programme which have been selected from
the market informations. This research
aims: To know and analysis the influence
of service marketing mix programme toward the Performance of Consultant Firms. In this
research is used
the Strategic Marketing
Management Approach, especially evaluated from internal strategy
of the firm that is Service Marketing Mix Programs toward the Performance of
the Firms. The characters of this research is verificative and
descriptive, while research
methode is survey
explanatory, by using the
sampling technique of
simple random sampling
to 140 Consultant Planner of Building Firms. The
results of this research indicate that service marketing mix programme have an associated
relationship to firm
performance R2 X1 directly
each for Product 14.40%, Price 17.0%, Promotion is
32.0%, Distribution is 26.0% Physical evidence 58.0%1, Personnel 20.0% and Process
is 20.0% totally is 97.60%.
Keywords: Service Marketing
Mix Programme, Firm Performance
Penulis: Surachman
Surjaatmadja
Kode Jurnal: jpmanajemendd050006
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