Pengaruh Bauran Pemasaran Terhadap Niat Menjadi Mitra Perspektif Islam Pada BMT Beringharjo Cabang Madiun
Abstract: This study aims to
analyze The Effect of Marketing Mix Towards Intention become Partner on
Perspective of Islam at The Branch Office of BMT Beringharjo in Madiun. The
tests carried out using multiple linear regression method, where the endogenous
variable (Y) is a intention become partners and exogenous variables (X) is the
marketing mix that is identified with product (X1), price (X2),
place/distribution channel (X3), promotion (X4), people (X5), process (X6),
physical evidence (X7), promise (X8), and patience (X9). In this study added
two variables in the marketing mix of services in accordance with Islamic
values that promise and patience.
This study uses a quantitative approach. The characteristics of the
population in this studi is a partner at The Branch Office of BMT Beringharjo
in Madiun are actively engaged in transactions in 2014 and live in Madiun.
Total sample of the respondents is 100 (one hundred). These samples were
selected using nonprobability sampling with purposive sampling method with
particular consideration.
The results of this study indicate that simultaneous and partially,
marketing mix variables consisting of product, price, place/distribution
channel, promotion, people, process, physical evidence, promise, and patience
shown the effect to intention become a partner on perspective of Islam at the
branch office of BMT Beringharjo in Madiun. Variable place/distribution channel
is the most dominant variable to the intention become partners on perspective
of Islam at the branch office of BMT Beringharjo in Madiun.
Suggestion for the branch office of BMT Beringharjo in Madiun should
increase promotional activity to be more diverse so it can attract attention to
prospective partners or partners who have joined, socialize product from BMT
Beringharjo more clearly and detail, especially the difference with the product
from conventional bank, and make a direct sales pitch way more exciting and
creative by adding facilities and infrastructure in the promotion or by making
a series of interesting activities and carried out in the crowd with direct
sales activities.
Keywords: product, price,
place/distribution channel, promotion, people, process, physical evidence,
promise, patience, and intention become partners on perspective of Islam
Penulis: Mega Ayuning Tyas,
Ari Prasetyo
Kode Jurnal: jpmanajemendd141239
