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All Journal Al Fiddhoh: Journal of Banking, Insurance, and Finance
Sri Fitriya
STIE Sakti Alam Kerinci
Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN NASABAH MEMILIH PRODUK TABUNGAN SIMASKER PT. BANK PEMBANGUNAN RAKYAT KERINCI Gampo Haryono; Sri Fitriya; Salamah Salamah
Al Fiddhoh: Journal of Banking, Insurance, and Finance Vol. 3 No. 1 (2022): Al-Fiddhoh FEBI IAIN Kerinci: E-Journal of Banking, Insurance, and Finance
Publisher : Institut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (194.57 KB) | DOI: 10.32939/fdh.v3i1.959

Abstract

This study aims to determine the effect of the marketing mix, namely product, price, location, and promotion, on customer decisions to choose Simasker savings products PT. Kerinci People's Development Bank. In this study using quantitative methods by processing primary data through questionnaires given to customers of Bank Kerinci as many as 50 respondents with Non Probability Sampling technique. The analysis used in this research includes instrument test, statistical test, classical assumption test, and multiple linear test. Based on the results of research tests conducted, namely: 1) Product variable (X1) has a positive and significant effect on Customer Decisions (Y); 2) Price variable (X2) has no effect on customer decisions (Y); 3) Location variable (X3) has no effect on customer decisions; 4) Promotion variable (X4) has a positive and significant effect on customer decisions.
Co-Authors Gampo Haryono Salamah Salamah