Analysis of The Marketing Mix Strategy on The Decision to Use Guarantee Services of Surety Bond in PT Jaminan Kredit Indonesia Medan Branch Office Kristian Stevanus Ginting (a*), Sukaria Sinulingga (b), Beby Karina Fawzeea Sembiring (b)
a) Master of Management Student, Postgraduate School of Universitas Sumatera Utara
b) Lecturer, Universitas Sumatera Utara
*Corresponding author. Email: kristianstevanus[at]gmail.com
Abstract
PT Jamkrindo is one of the companies that issue surety bonds. PT Jamkrindo has experienced a decline in the use of its services over the last five years. The purpose of the study is to identify and analyze how the influence of the marketing mix in the form of products, prices, promotions, locations, people, physical evidence and process on improving service use decisions and formulating policy strategies that can be applied in an effort to increase Surety Bond Product Service Users. This research is a quantitative research with hypothesis testing using Multiple Linear Regression analysis method. Data were obtained through interviews, questionnaires, field notes, other official documents. The results showed that the service marketing mix consisting of product, price, promotion, location, people, physical evidence and process simultaneously had a significant effect on service use decisions, as indicated by the F-test value (p < 0.05). Partially, the mix of products, people and process has a significant effect on the decision to use services. Based on the results of the regression coefficient value which shows a positive value, the product mix is the variable that has the most influence on the decision to use services. Based on the coefficient of determination (R Square), it is known that 57.9% of service use decisions (Y) can be explained by product, price, promotion, location, people, physical evidence and process variables.
