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All Journal J-MIND (Jurnal Manajemen Indonesia)
Mulfachriza Mulfachriza
Program Magister Ilmu Manajemen, Universitas Malikussaleh Lhokseumawe, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PEMASARAN DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN KONSUMEN MEMILIKI KARTU KREDIT BANK BRI DENGAN GAYA HIDUP SEBAGAI VARIABEL MODERATING Mulfachriza Mulfachriza; Naufal Bachri; Sapna Biby
J-MIND (Jurnal Manajemen Indonesia) Vol 6, No 1 (2021): J-Mind Jurnal Manajemen Indonesia - Juni 2021
Publisher : Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/j-mind.v6i1.4878

Abstract

This study is aimed to identify the influence of marketing mix and service quality to customer’s decision to have BRI credit card with life style as a variable moderating. The samples of this study are 150 of kredit card’s holders at BRI Banda Aceh Regional Office. Structural Equation Modeling (SEM) with AMOS softaware was used to analyze the data. The results of the study indicate that marketing mix dan service quality has positive and significant influence on customer’s decision to have BRI credit card. Lifestyle could moderate each of marketing mix and service quality on customer’s decision to have BRI credit card.
Co-Authors Naufal Bachri, Naufal Sapna Biby