PENGARUH MARKETING MIX TERHADAP MINAT INVESTASI SAHAM SYARIAH (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Sunan Kalijaga Yogyakarta)

ARIF HIMMAWAN, NIM. 15830043 (2020) PENGARUH MARKETING MIX TERHADAP MINAT INVESTASI SAHAM SYARIAH (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Sunan Kalijaga Yogyakarta). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

This research was conducted to analyze the effect of the marketing mix on the investment interests of Islamic stocks in students. This type of research is quantitative research with primary data obtained directly from respondents through questionnaires. The marketing mix tool used is 4P which stands for product, price, place, and promotion. The sample in this study were students of the Faculty of Economics and Islamic Business which were selected using a simple random sampling technique. Data that has been collected is analyzed using SEM - PLS (Structural Equation Model - Partial Least Square) technique. The results of this study indicate that Product has a significant positive effect on student interest in investing in Islamic stocks. This is indicated by P-Values = 0,000 (<0.05) and the results of the parameter O (Original Sample) parameter on the product variable is 0.276 and the t-statistic value is 3.986 (greater than t table is 1.96). Price has a significant positive effect on students' interest in sharia shares. Proven through the output in the P-Values table = 0.006 with the results of the parameter coefficient on the price variable of 0.303 and the t-statistic value of 3,986. Promotion variable also has a significant positive effect on students' interest in sharia shares. With the result of P-Values = 0,000, the parameter coefficient value on the promotion variable is 0.316 and the t-statistic value obtained is 3.776. The last variable, Place has no effect on interest in investing in Islamic stocks. This is indicated by P-Values = 0.183 (> 0.05) and the magnitude of the parameter coefficient on the place variable is 0.099 and the t-statistics value has a value of 0.183 (less than the t-table value of 1.96).

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