PENGARUH MARKETING MIX TERHADAP KEPUASAN PEMUSTAKA DI PERPUSTAKAAN UNIVERSITAS SETIA BUDI SURAKARTA

RINA HANDAYANI, NIM. 1420011027 (2016) PENGARUH MARKETING MIX TERHADAP KEPUASAN PEMUSTAKA DI PERPUSTAKAAN UNIVERSITAS SETIA BUDI SURAKARTA. Masters thesis, UIN Sunan Kalijaga.

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Abstract

[ENGLISH] This study was conducted to determine the effect (Marketing Mix) product, place, price, promotion, people, physical evidence and process the User Satisfaction in the Library University Setia Budi. The method used in this research is quantitative method. The subjects in this study is a member of University Library Setia Budi who use library services with the arrival of at least three times when researchers conducted the study. The sample in this study were selected by purposive sampling, a total sample of 100 people. The data analysis used is multiple linear regression analysis and t test and F test Based on the research descriptive variable level of achievement Marketing Mix (X) is 63%, and User Satisfaction level of achievement variable (Y) is 56% based on the categorization guidelines included in either category. Based on the results of statistical regression data analysis shows that the variable product, place, promotion, people, physical evidence and process affect the user satisfaction with the regression value of each 0206, 0565, 0323, 0465, 0181 with an average value of significance <0.05 and a variable price -0461 regression with significance value> 0.05 then the variable is not significant effect on user satisfaction. To test t obtained a variable product, place, promotion, people, physical evidence and process each of which is T arithmetic 2,578, 3,735, 2,192, 3,936, 2,983, 2,012 significant positive effect, while the price variable T count variable -3.416 significant negative effect. In the F test obtained F value of 61.737 with a significance level of 0.000. The results of significance <0.05 so that it can be concluded that the independent variables are: product, place, price, promotion, people, physical evidence and process simultaneously significantly influence user satisfaction in the Library University Setia Budi Surakarta. Keywords: Product, Price, Place, Promotion, People, Physical Evidence, Process and User Satisfaction [INDONESIA] Penelitian ini dilakukan untuk mengetahui pengaruh (Marketing Mix) product, place, price, promotion, people, physical evidence dan process terhadap Kepuasan Pemustaka di Perpustakaan Universitas Setia Budi. Metode yang digunakan dalam peneltian ini adalah metode kuantitatif. Subyek dalam penelitian ini adalah anggota Perpustakaan Universitas Setia Budi yang menggunakan jasa perpustakaan dengan minimal kedatangan 3 kali pada saat peneliti melakukan penelitian. Sampel dalam penelitian ini dipilih dengan teknik purposive sampling, jumlah sampel sebanyak 100 orang. Analisis data yang digunakan yaitu analisis regresi linear berganda dan uji t serta uji F. Berdasarkan hasil penelitian deskriptif tingkat ketercapaian variable Marketing Mix (X) adalah 63%, dan tingkat ketercapaian variable Kepuasan pemustaka (Y) adalah 56% berdasarkan pedoman pengkategorian termasuk dalam kategori baik. Berdasarkan hasil statistic analisis data regresi terlihat bahwa variabel product, place, promotion, people, physical evidence dan process berpengaruh terhadap kepuasan pemustaka dengan nilai regresinya masingmasing 0.206, 0.565, 0.323, 0.465, 0.181 dengan rata-rata nilai signifikansinya < 0,05 dan variabel price nilai regresinya -0.461 dengan signifikansinya > 0,05 maka variabel tersebut tidak berpengaruh signifikan terhadap kepuasan pemustaka. Untuk uji t diperoleh variabel product, place, promotion, people, physical evidence dan process masing-masingnya adalah T hitung 2.578, 3.735, 2.192, 3.936, 2.983, 2.012 berpengaruh positif signifikan, sedangkan variabel price T hitung -3,416 variabel berpengaruh negative signifikan. Pada Uji F diperoleh nilai F sebesar 61,737 dengan tingkat signifikansi sebesar 0,000. Hasil signifikansi < 0,05 sehingga dapat ditarik kesimpulan bahwa variable independen yaitu product, place, price, promotion, people, physical evidence dan process secara simultan berpengaruh secara signifikan terhadap kepuasan pemustaka di Perpustakaan Universitas Setia Budi Surakarta. Kata Kunci : Produk, Harga, Tempat, Promosi, Orang, Bukti fisik, Proses dan Kepuasan Pemustaka

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