PENGARUH MARKETING MIX DAN RELIGIUSITAS TERHADAP KEPUTUSAN MASYARAKAT MUSLIM MENABUNG DI BANK SYARIAH
Abstract
This study aims to analyze the influence of marketing mix consisting of product, price, location, promotion, process, people, physical evidence and religiosity on the decision of Muslim community to save at Bank Syariah Mandiri KCP Tanjungpandan. This research uses quantitative approach associative by using primary data. The analytical tool used is multiple linear regression to test the hypothesis with the help of SPSS application version 25 for Windows. The population in this study were all customers who actively saving in BSM KCP Tanjungpandan which are 1350, while the number of samples used are 100 respondents taken using quota sampling technique. The results of this study partially show that the product, price, location, process, people, and religiosity have a positive influence on the decision of Muslim community to save at Bank Syariah Mandiri KCP Tanjungpandan, while the promotion variable and physical evidence have no effect on the decision of Muslim community to save in Bank Syariah Mandiri KCP Tanjungpandan. Simultaneously marketing mix and religiosity have a significance value of 0.000, so it can be concluded that marketing mix and religiosity variables affect the decision of Muslim community to save in Bank Syariah KCP Tanjungpandan.