%A NIM. 14820182 Heriman
%O Muhammad Ghafur Wibowo, S.E., M.Sc.,
%T PENGARUH MARKETING MIX TERHADAP KEPUTUSAN
NASABAH MEMILIH BNI GRIYA IB HASANAH DI BNI
SYARIAH KANTOR CABANG YOGYAKARTA
%X This research aims to examine the effect of marketing mix consists
of products, prices, promotions and place to the customer's decision to
choose BNI Griya iB Hasanah as the Housing Financing (KPR)
product offered by BNI Syariah Yogyakarta Branch Office. This study
uses a quantitative approach. The population in this study are all BNI
Syariah Yogyakarta Branch Office customers who have used BNI Griya
iB Hasanah product with sampling using the simple random sampling
method. Data collection techniques using questionnaires with a total
sample of 50 respondents. The validity test of the instrument using the
Pearson Correlation formula. Instrument reliability test using
Cronbach Alpha formula. The analysis prerequisite test uses the
normality test, heteroscedasticity test and multicollinearity test. Data
analysis using multiple linear regression analysis techniques. The
finding of this research claims that simultaneously marketing mix has a
significant positive effect on the customer's decision to choose BNI
Griya iB Hasanah at BNI Syariah Yogyakarta Branch Office. The
finding partially shows that the product, price and place variables have
a significant positive effect on the customer's decision to choose BNI
Griya iB Hasanah at BNI Syariah KC Yogyakarta. While the promotion
variable does not significantly influence the customer's decision to
choose the product.
%K Marketing mix, product, price, promotion, place,
customer's decision and housing financing
%D 2019
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib34104