PERILAKU NASABAH NON MUSLIM DALAM BAURAN PEMASARAN TERHADAP KEPUTUSAN MEMILIH PRODUK BANK SYARIAH DI KOTA JAMBI
Abstract: Syariah or Moslem
Banking is banking that rules by Moslem rule. Syariah principle is the contract
that based on
the Syariah principle
between Moslem Banking
and the Customer in lending and
borrowing funds or other activities.
This research purposes is to examine
the relationship between
the variable of:
price, promotion, place, employee, process,
and physical evidence
unto the customer
decision on Syariahproducts. Based
on statistical procedure,
the Ftest shows that
simultaneously there is significant influencing
all the independent
variable to dependents,
the decision of Customer. Furthermore, t
test shows that
there are three
variables significantly influencing i.e.,
product, price, and
promotion. Otherwise, the
variable of place, employee, process
and physical evidence
has insignificant influence.
The statistical procedure
also shows that
adjusted R shows
that 86 percent
of the variance
of dependent variable in
this research is explained
by the variance
of independent variable.Hence it
is recommended to the Syariah
Banking to make
an intensive marketing
communication to make Syariah Product could be more enlightened to thecustomer.
Penulis: Musnaini
Kode Jurnal: jpmanajemendd100234
