FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MENABUNG DI BANK SYARIAH (Studi Kasus Pada Bank Syariah Mandiri Cabang Jember)
Abstract: This research is
done to know the influence of variable of marketing mix service to the decision
making of consumer to save their money in Bank in Jember. The independent
variable in this research are the marketing mix that include: product (X1),
price (X2), place (X3), promotion (X4)). The dependent variable in this
research is the decision making of consumer.
Research methode was with regresion analysis. The population was all the
consumer that save their money in BSM Jember . The amount of sample was 50
respondent. Research was done by conducted direct observation to the the
consumer that save their money in BSM Jember tough questioner. The technique of
intake of sample used purposive random sampling.
Based on the analysis result, it is obtained that the variable of
marketing mix that have direct influence to the decision making of consumer The
regresion coeficient of each variables was product (0,192), price (0,235) place
(0,528) and promotion (0,242).
Penulis: Nurul Qomariah
Kode Jurnal: jpakuntansidd110212
