Ramadhan, Andy Pradipta (2017) Dampak Bauran Pemasaran Terhadap Keputusan Pembelian Produk Pembiayaan Bank Muamalat Indonesia. Masters thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of the marketing mix towards financing customers from Bank Muamalat Indonesia purchasing decisions. Marketing Mix are product, price, place, promotion, people, process, and physical evidence (7Ps) towards financing customers Bank Muamalat Indonesia purchasing decisions. It was conducted on 116 customers financing in Indonesia who have purchased financing products. Based on multiple regression analysis, The result of the research showed that marketing mix simultaneously have significant effect towards financing customers Bank Muamalat Indonesia purchasing decisions. Price, place, promotion, people, and process partially have positive insignificance effect towards financing customers Bank Muamalat Indonesia purchasing decisions. Product and physical evidence partially have negative insignificance effect towards financing customers Bank Muamalat Indonesia purchasing decisions. Keywords : Marketing Mix, Purchasing Decision
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 08 Feb 2021 09:38 |
| Last Modified: | 08 Feb 2021 09:38 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6156 |
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