PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUTUSAN PENGGUNAAN JASA PADA POPLENS SELF PHOTO STUDIO

This study aims to determine the influence of marketing strategies on service usage decisions at Poplens Self Photo Studio. This study used a quantitative approach with a sample of 94 respondents who used Poplens Self Photo Studio services. Data were collected through distributed questionnaires and analyzed using SPSS 26 using multiple linear regression analysis, t-tests, and F-tests. The results showed that partially, the variables Product, Price, and Place had a significant positive effect on service usage decisions. Meanwhile, the variables Promotion and Physical Evidence were found to have a significant negative effect. The variables People and Process did not show a significant effect. Simultaneously, all marketing mix variables (7Ps) were proven to have a positive and significant effect on service usage decisions, with an F-value of 23.568>2.12 and a significance level of 0.000<0.05, and were able to explain 62.9% of the service usage decision variable. These results confirm that an integrated marketing mix plays a crucial role in shaping customer decisions at Poplens Self Photo Studio.