ABSTRACT

This study describes the customer's decision to repair cellphones in Central Cellular Jember. This study aims to determine the effect of three variables of the 3 (P) service marketing mix, namely people, process, physical evidence in customer decisions to repair cellphones. In this study, data was collected using a questionnaire to 60 respondents using purposive sampling technique. The results showed that physical evidence influenced consumer decisions when repairing their cellphones. Given the repair process is always time consuming and also replacement of spare parts requires ordering if not available. Consumers are more concerned with satisfying results even if a little longer.
Keyword : People, Process, Physical Evidence, Customer's Decision.