Heriman, NIM. 14820182 (2019) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN NASABAH MEMILIH BNI GRIYA IB HASANAH DI BNI SYARIAH KANTOR CABANG YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (PENGARUH MARKETING MIX TERHADAP KEPUTUSAN NASABAH MEMILIH BNI GRIYA IB HASANAH DI BNI SYARIAH KANTOR CABANG YOGYAKARTA)
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Text (PENGARUH MARKETING MIX TERHADAP KEPUTUSAN NASABAH MEMILIH BNI GRIYA IB HASANAH DI BNI SYARIAH KANTOR CABANG YOGYAKARTA)
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Abstract
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.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Muhammad Ghafur Wibowo, S.E., M.Sc., |
| Uncontrolled Keywords: | Marketing mix, product, price, promotion, place, customer's decision and housing financing |
| Subjects: | Perbankan Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Perbankan Syari'ah (S1) |
| Depositing User: | Drs. Mochammad Tantowi, M.Si. |
| Date Deposited: | 25 Mar 2019 10:36 |
| Last Modified: | 25 Mar 2019 10:36 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/34104 |
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