Research Paper
Year: 2020 | Month: January | Volume: 7 | Issue: 1 | Pages: 384-391
The Effect Analysis of Marketing Mix on Barbershop Service Selection Decisions by Customer at Next Premium Barbershop Abdullah Lubis Medan Branch
Roy Firmansyah, Sugiharto Pujangkoro, Fadli
Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: Roy Firmansyah
ABSTRACT
Nowadays, appearance is equally important for both women and men, one of those is the hair appearance that the style continually follows the trends. Annually, the emergence of a barbershop in Medan City increases rapidly, leading to the rise of a lot of competitors, accounted for more than 30 barbershops arising until early 2019. The Abdullah Lubis branch has experienced a customer downward trend in the last 3 years, which shows that there are problems with the branch. Several factors affect the declining number of Next Premium Abdullah Lubis Medan customers including promotion, people, process, physical evidence, location, product, and price which are facilitated and provided by Next Premium Barbershop Medan. This study aims to determine: 1) the effect of promotion on barbershop service selection decisions, 2) the influence of people on barbershop service selection decisions, 3) the effect of the process on barbershop service selection decisions, 4) the effect of physical evidence on barbershop service selection decisions, 5) the influence location on barbershop service selection decisions, 6) product influence on barbershop service selection decisions, 7) price influence on barbershop service selection decisions. The population in this study is 11.495. Determination of sample size uses the Slovin formula, with error tolerance = 10%, so that a sample of 99 respondents is obtained. The method of data collection is conducted by the method of documentation, interviews, and distributing questionnaires to respondents. Data analysis techniques in this study used multiple linear regression analysis at the significance level = 0.1. The results of the t-test showed that only promotion, product, and price variables had a positive and significant influenceon barbershop service selection decisions. The F test showed that simultaneously promotion, people, process, physical evidence, location, product, and price variables had positive and significant effectson barbershop service selection decisions. Therefore the company must implement a breakthrough or strategy in increasing promotion. Providing training to produce a low error rate for each services that create customer satisfaction.
Keywords: Promotion, People, Process, Physical Evidence, Location, Product, Price
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