THE INFLUENCES OF MARKETING MIX AND SERVICE QUALITY TOWARD THE IMAGE OF NORTH SULAWESI SHIPPING POLYTECHNIC

Abstract

The marketing mix has 7 (seven) important elements, namely product, price, promotion, place, employees, physical evidence and process. Service quality has 5 (five) important elements, namely reliability, responsiveness, assurance, empathy and tangibles. Meanwhile, in the image of an object there are 3 (three) important elements, namely the strength of the service, the excellence of the training service, and the uniqueness of the training service. North Sulawesi Shipping Polytechnic is a vocational college under the auspices of the Ministry of Transportation which provides Diploma III education which has its own characteristics and characteristics in building their image. The marketing mix and service quality certainly have an important role in building the image of the North Sulawesi Shipping Polytechnic. This research is to analyze the influence of the marketing mix and service quality on the image of the North Sulawesi Shipping Polytechnic. The data analysis technique uses inferential analysis, namely multiple regression analysis. Using quantitative research methods, 60 respondents were taken from cadets/cadets at the North Sulawesi Shipping Polytechnic to fill out a questionnaire whose validity and reliability had been tested. After carrying out a multiple regression test, the X1 regression coefficient value was 0.349, indicating that there was a positive influence of the marketing mix on the image of the North Sulawesi Shipping Polytechnic, and the X2 regression coefficient value of 0.066 showed that there was a positive influence of service quality on the image of the North Sulawesi Shipping Polytechnic. Furthermore, the results of the analysis obtained an F test with a significant level of p-value = 0.000 < 0.05, so Ha was accepted and H0 was rejected. This means that H1, namely that there is an influence of the marketing mix and service quality on the image of the North Sulawesi Shipping Polytechnic, can be accepted or proven, or in other words, the marketing mix and service quality simultaneously influence the image of the North Sulawesi Shipping Polytechnic. The North Sulawesi Shipping Polytechnic is advised to maintain a marketing mix strategy to continue to improve the image of the North Sulawesi Shipping Polytechnic so that the maritime education provided becomes better known and has a positive influence on the image of the North Sulawesi Shipping Polytechnic.