Analysis of the Effect of Marketing Mix on Consumer Decisions to Use Service Services at Anugerah Perdana Palu Official Workshop

This study aims to see whether there is a relationship between the independent variables, namely the marketing mix including product, price, promotion, location, people/HR, physical evidence, and processes, and the dependent, namely the consumer decision at Bengkel Anugerah Perdana Monginsidi Palu. Using multiple regression analysis techniques. "In this study, for a population of 11,147, people and samples obtained by the 'incidental sampling method are 99 people." This study has seven variables, namely product, price, promotion, location, people/HR, physical evidence, and processes for the independent variable (X)" and consumer decisions as to the dependent variable (Y)." The results contained in this test are simultaneously the marketing mix consisting of product, price, promotion, location, people/ Human resources, physical evidence, and processes have a significant effect on consumer decisions with count 784.106 with 0.000, whereas partially the marketing mix consisting of product, price, promotion, location, people/HR has a positive and significant effect on physical evidence, and the process has no significant effect. The coefficient of determination (r2) in this study was 0.775 at a significant level of 0.05. It can be interpreted that 77.5% of consumer decisions at the Anugerah Perdana Monginsidi workshop in Palu are affected by the seven marketing mix variables, namely product, price, promotion, location, physical evidence, pouring/HR, and process, for 22.5% p is influenced by variables that are not examined carefully.*


INTRODUCTION
Marketing is an activity carried out by producers/businesses to survive in carrying out the sustainability of their business (1). Therefore, marketing is the main activity that must be considered properly. This is due to marketing activities that are directly related to consumers/customers in offering products/services produced by producers. In developments in the modern world, competition between producers is very high. So it is necessary to change activities that create goods and services and how producers provide services to consumers to market their products amid today's competition.

METHODOLOGY
This research is included in the quantitative group, which is described in brief, which is composed of the fundamental research. This research is an associative type, which is a research that is useful for finding the effect of interacting variables between one variable and another (4). The source of data is from consumers of Anugerah Perdana Monginsidi workshop in Palu and data collection is by incidental sampling technique.

Simultaneous Hypothesis Analysis Results (F-test)
Testing the contribution found, the F value in the table above is 784.106 with a significance of 0.000. It can be said that simultaneously a product, price, location, promotion, people/HR, physical evidence, and process have a significant influence on consumer decisions.

Coefficient Determination (R Square)
Based on the results of calculations with USPS, it is known that the value of o Adjuster R Square is 0.758 or 75.8%. This means that the independent abelovariate (X) 's ability to explain the variance of the dependent variable (Y) is 75.8%. E While there are 24.5% influenced by other factors that were not studied in this study.

Simultaneous effect of all independent variables (X) on the dependent variable (Y)
From the results of this study at the Anugerah Perdana Monginsidi workshop in Palu, it showed that the variables of product, price, place, promotion, people, physical evidence, and the process had an F value of 784.106 and sig 0.000, so it can be seen that simultaneously have a positive and significant influence on the consumer decision variable.
The above is by what is happening in the field; all independent variables (X) are properly regulated to increase the number of customers who come to the Anugerah Perdana Monginsidi workshop in Palu. With this increase, the workshop target can achieve its expected goals. As well as making customers/consumers remain loyal to service and buy spare parts at the Anugerayh Perdana Monginsidi workshop in Palu.

Partial effect of each independent variable (X) on the dependent variable (Y)
The t-count value for the product variable is 11.897, and the t-table is 1.986, and the significance value is 0.000. This means that the product variable has a positive and significant effect on consumer decisions. Consumers of the Perdana Anugerah workshop in Palu look at the price and quality of the product and see the durability of the product and the originality of the manufacturer's product. The product's appearance is attractive, neatly wrapped in packaging, and sealed, and there is a guarantee for the product itself; it will attract interest in consumer purchases to buy products as a prime workshop. It is obtained that the jet-count j for the price variable is j of 5.067 with an at-table of 1.986 j and a significance value of 0.000. So it means that the price variable (X2) has a significant effect on consumer decisions. This is related to the price, which can influence the psychology of consumers to buy. The cheaper and more quality, the consumer's interest to buy will be even higher. The prices offered by the Prime Anugerah Workshop in Palu are quite affordable and competitive for consumers.
The obtained t-count j for the place variable is 13.883, the t-table is 1.986, and the significance value is 0.000. Variable j place has a positive and significant impact on consumer decisions j. This is by the conditions in the field that a strategic location/place will bring in many consumers to increase the graph of both sales and turnover of the business itself. Where are the location of the Anugerah Perdanaj Monginsidijpalu workshop which may not be seen directly from the main road, perhaps because the location/place is in the middle of the city, it allows consumers to feel that it is still easy to know and the brand of the Anugerah Perdana jmonginsidi workshop which is the center of Honda's service center.
The t-count value for the location variable is 11.796, the t-table is 1.986, and the significance value is 0.000. One way to do this is to provide a discount. In addition, information on promotional activities can be widely known by consumers and promotions according to consumer needs.
Based on the research results, the kt-count for your variable is 9.573 k, the t-table is 1.986, and the significance value is 0.000. Then the variable of people/HR k(X5) has a positive and significant effect on consumer decisions. In terms of facilitating consumers when they buy/serve at the Anugerah Perdana Monginsidi Paluk workshop, consumers feel comfortable and want to do service or buy spare parts at the Anugerah Perdana Monginsidi workshop in Palu. In addition, the competence of people, especially mechanics who have been trained/certified, fosters a sense of consumer confidence.
Based on the results, the t-count value for the physical evidence variable is 0.859, the t-table is 1.986, and the significance value is 0.383. So it means that the physical evidence variable does not have a positive and significant effect on consumer decisions. The physical evidence at the Monginsidi Prime Award workshop in Palu includes the building and the infrastructure provided to consumers so that they are comfortable when they are in the workshop, consumers feel normal. Consumers feel that everything, including buildings, and existing infrastructure, is appropriate by the brand of the Honda motorcycle service center and the price given.
Based on the study results, it was obtained that the t-count for the process variable was -0.957 and the t-table was 1.986, and the significance value was 0.341. Then the process variable does not have a positive and significant effect on consumer decisions. From the results of this study, it was found that consumers still feel the process provided