PENGARUH MARKETING MIX (PRODUK, HARGA, TEMPAT, PROMOSI) DAN PELAYANAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN PRODUK TABUNGAN BSM (STUDI KASUS PADA BANK SYARIAH MANDIRI KCP KALIURANG)

YUSUFFIA NUR AZIZAH ISTIQOMAH, NIM. 12820012 (2016) PENGARUH MARKETING MIX (PRODUK, HARGA, TEMPAT, PROMOSI) DAN PELAYANAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN PRODUK TABUNGAN BSM (STUDI KASUS PADA BANK SYARIAH MANDIRI KCP KALIURANG). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this study is to determine the effect of Marketing Mix (Product, Price, Place, Promotion) and Service to the customer's decision to use the product “Tabungan BSM” in Bank Syariah Mandiri KCP Kaliurang. The results of this study can be input to the bank's management to evaluate marketing strategies and services are applied in the bank. The sample are used 112 respondents from customer “Tabungan BSM” in Bank Syariah Mandiri KCP Kaliurang. The sampling technique uses purposive sampling method. This research is a field research with quantitative approach. The data used are primary data and secondary data. Primary data is obtained based on respondent's answers to a questionnaire distribution. This study uses multiple regression analysis with the normality test, classical assumption test, descriptive analysis, F test, coefficient of determination test, and hypothesis test (t-test) with data processing using SPSS 17.0 for Windows. The data processing results are obtained equation Y = 2,279 + 0,062X1+ 0,246X2 + 0,173X3 + 0,356X4 + 0,157X5 + e. Based on Ftest shows that Fhitung (12.962) Ftable (2.300) and the level of significance probability of 0.000 (the level of significance probability) is smaller than 0.05, then the regression model in this study can be used and jointly independent variables influence the decision of used “Tabungan BSM”. Based on coefficient determination test is known that Adjusted R2 value is equal to 0.350 or 35%. This means that with five independent variables that include Product, Price, Place, Promotion, and Service can represent 35% of variables which affects the decision variable usage of “Tabungan BSM” by customers of Bank Syariah Mandiri KCP Kaliurang, while the rest (100% - 35% = 65 %) is explained by other variables outside the model used. Meanwhile, based on the t-test shows that the variables of Product, Price, Place, and Service do not affect the customer’s decision to use the “Tabungan BSM” in Bank Syariah Mandiri KCP Kaliurang. There is only one variable that affects the customer’s decision to use “Tabungan BSM” in Bank Syariah Mandiri KCP Kaliurang that is variable Promotion.

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