i ABSTRAK
PENGARUH BAURAN PEMASARAN JASA TERHADAP MINAT BERKUNJUNG KEMBALI KE WATERPARK
HAIROS MEDAN
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, bentuk fisik dan proses terhadap minat berkunjung kembali kewaterpark Hairos Medan. Penelitian ini adalah penelitian assosiatif. Populasi dalam penelitian ini adalah pengunjung yang datang ke waterpark Hairos Medan, dengan jumlah sampel sebanyak 100 responden yang diambil dengan menggunakan teknik Accidental Sampling. Pengumpulan data primer menggunakan kuisioner dan pengumpulan data sekunder rmenggunakan studi pustaka dan data dari waterpark Hairos Medan. Pengujian hipotesis dengan menggunakan Metode analisis deskriptif, metode analisis statistik yang terdiri dari analisis regresi linear berganda, pengujian koefisien determinasi (R2), pengujian signifikansi simultan (uji F), pengujian signifikansi parsial (uji t).Hasil penelitian ini menunjukkan pada uji simultan (Uji F) diketahui bahwa variabel Produk, Harga, Promosi, Lokasi, Orang, bukti fisik, Proses secara bersama-sama berpengaruh positif dan signifikan terhadap Minat Berkunjung Kembali waterpark Hairos Medan. Pada uji parsial (uji t) diketahui bahwa variabel Bukti Fisik yang berpengaruh dominan terhadap Minat Berkunjung Kembali ke waterpark Hairos Medan. Pada pengujian koefisiensi determinasi (Adjusted R Square) diperoleh nilai sebesar 0,625 atau 62,5% Minat Berkunjung Kembali ke waterpark Hairos Medan sebagai variabel terikat dapat dijelaskan oleh Produk, Harga,Promosi, Lokasi, Orang, Bukti Fisik, Proses sebagai variabel bebas, sedangkan sisanya 37,5% dapat dijelaskan oleh variabel lain yang tidak diteliti oleh penelitian ini.
Kata Kunci: Produk, Harga, Lokasi, Promosi, Orang, Bentuk fisik, Proses dan Minat berkunjung kembali
ii ABSTRACT
THE INFLUENCE OF MARKETING MIX OF SERVICE TOWARDS INTEREST IN VISITING AGAIN TO HAIROS
WATERPARK MEDAN
The aim of this research was to find out the influence of product, price, places, promotion, people, physical evidence and process towards interest in visiting again to Hairos Waterpark Medan. This research was an associative research. The population was the Hairos Waterpark Customers inMedan, and 100 of them were used as samples using Accidental Sampling technique. The primary data were collected by using questionaires and secondary data were collected by using review of literature. The data of Hairos waterpark were collected by conducting a research in Hairos waterpark Medan. Hypotesis testing used descriptive analysis method, statistic analysis method consisting multiple linear regression determination coefficient test R2, simultaneous significance testing (F-test) and parsial significance testing (t-(F-test).On simultanious (f-(F-test) it was discovered that tertiary Product, Price,Promotion, people, physical evidence and process towards interest in visiting again variables influence positifly and significance on the interest to visited back in Hairos Water Park Medan. On parsial testing (t-test) it was found that Physical evidence variable had the most dominan influence on interest to visited back in Hairos Waterpak Medan. Trough adjusted determinan coefficient test (Adjusted R Square) it was acquired the Value of wich means 0,625 or 62,5% of interest to visited back in Hairos waterpark Medan has dependent variable could be explained by Product, Price, Promotion, People, Physical evidence and Process has independent variable. While the rest 37.5% could be explained by other which were not studied in this research.
Keyword: Product, Price, Promotion, People, Physical evidence and Process towards interest in visiting again
