PENGARUH MARKETING MIX DAN PELAYANAN TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI BTN SYARIAH YOGYAKARTA

SUGENG RIYANTO, NIM. 14820104 (2018) PENGARUH MARKETING MIX DAN PELAYANAN TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI BTN SYARIAH YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of study is to determine the effect of Marketing Mix (Product, Price, Place, Promotion) and Service to the customer’s decision to use product provided in Syariah BTN of yogyakarta. The results of the study are to evaluate the strategy of marketing and services that applied in the bank. The samples used in the study were 100 customers of the bank taken by using Non probability sampling method. This research is a field research with using the quantitative approach. The method of analysis used in the research is (squared regression) with classical assumption testing, F testing, determination coefficient testing and T testing using SPSS software 23.0 for Windows. The results show that products and prices positively affect and significant on the decision making of customers, while places, promotion and services don't affect the decision making of the customers to use product provided in Syariah BTN of yogyakarta.

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