ANALISIS PENGARUH MARKETING MIX DAN TINGKAT BAGI HASIL TERHADAP KEPUTUSAN NASABAH UNTUK MELAKUKAN PEMBIAYAAN PADA BANK SYARIAH (STUDY KASUS BANK SYARIAH MANDIRI) PERIODE 2015-2016

FEBRIAN WAHYU WIBOWO, NIM. 12820015 (2016) ANALISIS PENGARUH MARKETING MIX DAN TINGKAT BAGI HASIL TERHADAP KEPUTUSAN NASABAH UNTUK MELAKUKAN PEMBIAYAAN PADA BANK SYARIAH (STUDY KASUS BANK SYARIAH MANDIRI) PERIODE 2015-2016. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Each company, either manufacture or service based, absolutely needs marketing strategy to promote and sell their products—so does Islamic bank. Islamic bank needs marketing strategy for promoting its services in order to attract people's attention and make them interested to become its customers. Therefore, marketing mix has great influence towards customers in choosing Islamic bank as their financial partner. In the case of the Mandiri Syariah Bank, besides marketing mix, another factor which influences the customer interest is profit sharing. Thus, in this research, the author will focus on those two factors. This research is a field research in which the author conducted observation to obtain needed data. Data were collected by giving questionnaire to customers, who have several financial activities at the bank. After sample size reached the target (100 respondents), the the data were processed and the results were as follows: Survey from 100 respondents show that from seven marketing mix variables, there are some variables which significantly influence customers’ interest, such as product, price, promotion, and place. Nevertheless, there are some others which do not significantly influence customers' interest, including place, people, product, and price. In addition, profit sharing variable has significant influence towards customers' interest to do financial activities at the Islamic bank. Although not all marketing mix variables significantly influence customers' interest, marketing mix remain important for Islamic bank to attract customers. Another factor that significantly influence customers' interest is profit sharing, because customers tend to have partnership with the bank that offers high profit in its financial activities.

Item Type: Thesis (Skripsi)
Additional Information: Joko Setyono, SE.,M.Si.
Uncontrolled Keywords: marketing mix, profit sharing
Subjects: Perbankan Syariah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Perbankan Syari'ah (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 01 Aug 2016 14:21
Last Modified: 01 Aug 2016 14:21
URI: http://digilib.uin-suka.ac.id/id/eprint/21235

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