PENERAPAN BAURAN PEMASARAN DI THE HOUSE OF RAMINTEN YOGYAKARTA

Abstract

ABSTRAK
Penelitian ini bertujuan mengetahui: 1)penerapan bauran pemasaran aspek product, price,
promotion, place, people, process, dan physical evidence, 2)tanggapan konsumen aspek product, price,
promotion, place, people, process, dan physical evidence. Penelitian ini merupakan deskriptif kuantitatif.
Populasi penelitian yaitu konsumen The House of Raminten. Sampel penelitian 171 konsumen ditentukan
menggunakan teknik sampling acak jenis accidental sampling mengacu pada rumus Slovin dengan taraf
signifikan 5%. Hasil penelitian: 1)penerapan bauran pemasaran dari aspek: product baik 67%, price sangat
baik 50%, promotion kurang baik 83%, place baik 80%, people sangat baik 100%, process sangat baik
100%, physical evidence sangat baik 67%, 2)tanggapan konsumen dari aspek: product baik 63,40%, price
baik 63,56%, promotion kurang baik 61,25%, place baik 61,11%, people baik 68,71%, process baik
69,30%, physical evidence baik 73,45%. Hasil kategorisasi secara umum diketahui penerapan bauran
pemasaran dikategorikan “baik” dengan kriteria 110≤x <164,9 nilai x sebesar 161, tanggapan konsumen
dikategorikan “baik” dengan kriteria 12397,5≤ x <18596,25 nilai x sebesar 15189.

Kata kunci: Bauran Pemasaran, The House of Raminten Yogyakarta

THE APPLICATION OF MARKETING MIX AT THE HOUSE OF RAMINTEN
YOGYAKARTA

ABSTRACT
This research aims to know: 1)the application of marketing mix based on the aspect product, price,
promotion, place, people, process, and physical evidence, 2) responses consumers the implementation of
marketing mix aspect product, price, promotion, place, people, process, and physical evidence. The research
is descriptive quantitative. The population research consumers The House of Raminten. The study sampe 171
consumers determind using a technique of sampling a kind of accidental random sampling referring to
formula slovin with significant level of 5% . Research result: 1) the owner/ managers of the aspect: product
good 67%, price very good 50%, promotion less than good 83%, place good 80%, people very good 100%,
process very good 100%, physical evidence very good 67%, 2) response consumers from aspects: product
good 63,40%, price good 63,56%, promotion less than good 61,25%, place good 61,11%, people good
68,71%, process good 69,30%, physical evidence good 73,45%. The results of categorisation in general
known the application of marketing mix by the owner managers/business categorized “good” criteria 110 ≤
x <164,9 the value x totaling 161, consumer response are classified “good” as either by criteria 12397,5≤ x
< 18596,25 the value x totaling 15189.

Keywords: marketing mix, The House of Raminten Yogyakarta