PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENABUNG (STUDI KASUS PADA NASABAH BPD DIY SYARIAH)

RIA PANGESTI PUTRI TABAR, NIM. 10390172 (2017) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENABUNG (STUDI KASUS PADA NASABAH BPD DIY SYARIAH). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

BPD DIY Sharia as one of the businesses in the banking industry can not be separated from the phenomenon arising from the change in the intensity of competition the hearts of customers (clients) them. Strategies banking customers require companies to carefully determine the needs of customers from the consumer point of view rather than from a company. A good system is a system that serves what most people want. The goal is to create customer deposit and lending through. Changes experienced by customers both for internal as well as external factors is a problem for banks to understand the customer's decision. The purpose of this study was to investigate the influence customer perception SUTERA Mudharabah Saving on marketing mix (product, price, place, promotion, people, physical evidence and process) against the decision of saving. This research is a survey research. The collection of data by using the method of observation, interviews, and questionnaires. The sampling technique uses accidental sampling method. Data analysis was performed using descriptive and quantitative data analysis with linear regression models. The results showed that the simultaneous perception of product, price, place, promotion, people, physical evidence and process significant positive effect on alpha 5% against the decision of saving the customer. The amount that can be explained by the influence of all independent variables on the dependent variable of 39.1%. Partially, variable perception of product, price, people, physical evidence and process positive significant on the alpha of 5% on customer satisfaction. Whereas perception of place and promotion has no effect on customer satisfaction.

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