%A NIM. 15820129 LULU ULAENI
%O MUHAMMAD GHAFUR WIBOWO, S.E., M.SC.
%T PENGARUH STRATEGI PEMASARAN (MARKETING MIX 7P) TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN PRODUK TABUNGAN BANK SYARIAH MANDIRI
(STUDI KASUS PADA BANK SYARIAH MANDIRI KANTOR CABANG PEMBANTU KALIURANG YOGYAKARTA)
%X This study aims to determine the Effect of marketing strategy for marketing mix 7P on Customer Decisions in Using BSM saving Products (Case Study at Bank Syariah Mandiri KCP Kaliurang Yogyakarta). This research is a causal study which aims to find out whether one variable can affect other variables. The research method used is quantitative research methods. The sample in this study were 80 respondents measured using the Roscou method. The data in this study were obtained through questionnaires and direct interviews. The data analysis method used in this study is Structural Equation Modeling (SEM) contains validity test and reliability test, then the data started using SmartPLS.3. The results showed that the Price, process, and physical evidence had a significant positive effect on customer decisions in using BSM saving Products in Bank Syariah Mandiri KCP Kaliurang Yogyakarta. While the product, place, promotion, and people does not affect the customer's decision to use BSM saving Products in Bank Syariah Mandiri KCP Kaliurang Yogyakarta.
%K Marketing Strategy, Marketing Mix 7P, Customers Decisions
%D 2019
%I FAKULTAS EKONOMI DAN BISNIS
%L digilib36894