ANALISIS PENGARUH MARKETING MIX 4C (CUSTOMER, COST, CONVENIENCE DAN COMMUNICATION) TERHADAP CUSTOMER DECISION (STUDI PADA TOWNSQUARE SURABAYA)

Abstract

This study intended to determine the effect of the Customer, Cost, Convenience and Communication to the Customer Decision visitors TownSquare Surabaya. The sample that used in this study is Surabaya TownSquare visitors that have ever visited last up to three months and living in the region of Surabaya city with a number of respondents as many as 100 people. For processing and analyzing the data in this thesis the researcher is using Structural Equation Modeling (SEM) with AMOS 22.0 software as the software to process the data.This analysis result showed that the Customer, Cost, Convenience and Communication provide a positive and significant effect on the Customer Decision. These findings indicate that Cost has the highest influence on the Customer Decision with a regression coefficient of 0.399. Next is a Customer who has regression coefficient of 0.283. Meanwhile, Convenience and Communication has regression coefficient of 0.256.