Marketing Mix : Keputusan Nasabah memiliki Tabungan Simpeda Pada Bank Sulselbar

Mahmud, Amir (2022) Marketing Mix : Keputusan Nasabah memiliki Tabungan Simpeda Pada Bank Sulselbar. LAA MAISYIR : Jurnal Ekonomi Islam, 9 (2). pp. 1-18. ISSN P-ISSN: 2476-9371 E-ISSN : 2580-9512

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Abstract

This study departs from the problem that whether the marketing mix has a simultaneous and partial effect on customer decisions to use the simpeda product. The aim is to find out and analyze how much influence the marketing mix (7P) has on customer decisions in choosing SIMPEDA products at PT. Bank Sulselbar Mamuju Main Branch and the most dominant variable. This research approach is quantitative. The sampling technique is incidental sampling with a total of 100 respondents. The results showed that the product, price, place, promotion, people, physical evidence and process variables simultaneously had a positive and significant effect on customer decisions in choosing SIMPEDA Savings at PT. Bank Sulselbar Mamuju Main Branch. Meanwhile, the T-test results showthat the product, price, promotion and process variables partially have a positive and significant effect. While the variables of place, person and physical evidence partially have no effect and are not significant. The dominating variable is promotion has a positive and significant effect in choosing SIMPEDA Savings at PT. Bank Sulselbar Mamuju Main Branch

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Divisions:	FAKULTAS EKONOMI > MANAJEMEN
Depositing User:	Unnamed user with email admin@umi.ac.id
Date Deposited:	15 Nov 2022 05:19
Last Modified:	15 Nov 2022 05:19
URI:	http://repository.umi.ac.id/id/eprint/1659

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