PENGARUH MARKETING MIX DAN SYARIAH COMPLIANCE TERHADAP KEPUTUSAN NASABAH MEMILIH BANK UMUM SYARIAH (STUDI KASUS PADA GENERASI MILENIAL YOGYAKARTA)

Wahyu Atika, NIM.: 16820012 (2021) PENGARUH MARKETING MIX DAN SYARIAH COMPLIANCE TERHADAP KEPUTUSAN NASABAH MEMILIH BANK UMUM SYARIAH (STUDI KASUS PADA GENERASI MILENIAL YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to determine the effect of the marketing mix (product, promotion, place, price, people/employees, process, physical evidence and sharia compliance) on the customer's decision to choose the Yogyakarta Sharia Commercial Bank. This research is a causal study which aims to find out whether one variable can affect other variables. The population in this study is all Millennials of Yogyakarta city born in 1980-1999. The sampling technique is purposive sampling. The data in this study were obtained through a questionnaire. The data analysis method used in this study is the validity test, reliability test, classical assumption test, multiple u with SPSS 23. The results of this study indicate that the product, price, location, promotion, people, process, physical evidence and sharia compliance positively influence the customer's decision to choose the Yogyakarta Sharia General Bank.

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