Analisis Pengaruh Bauran Pemasaran 7p terhadap Keputusan Pembelian Konsumen (Studi Kasus PT. Pos Indonesia Kpc Surabaya Selatan)

PT. Pos Indonesia is one of the state-owned enterprises were given the task by the Indonesian government is to undertake postal or correspondence. Along with the development led to the emergence of similar competitors, PT. Pos Indonesia issued a new field of financial services, namely POSPAY. POSPAY (Post Payment). POSPAY is an online service payment point for bill payment transactions, deposits and savings withdrawals partner PT. Pos Indonesia. In 2013 a decline in revenue, which this revenue is met by 30% of the target revenue. The decrease in revenues was also accompanied by a decline in sales caused by consumers who are not fixed, so the company must be active in the field of marketing. For service marketing mix that consists of 7 marketing mix product, price, promotion, place, people, process and physical evidence. Marketing services would eventually lead to consumer purchasing decision POSPAY. Analysis of the effect is done by using multiple linear regression method. Where the coefficients from the regression function as a determinant of where the most dominant variable influencing purchasing decisions POSPAY. The results showed that there was the influence of the marketing mix 7P to the purchasing decision is the result of 10 964 F test with variable most dominant physical evidence