PENGARUH BAURAN PEMASARAN TERHADAPKEPUTUSAN NASABAHMENABUNG DI BANK SYARIAH DAN KONVENSIONAL
Abstract
This study aims to determine the influence of promotion, location,
products, and services partially and simultaneously to the decision of customers to
save money in sharia and conventional bank with the case study of traders
Prawirotaman Market Yogyakarta.
The population in this study as many as 507 traders Prawirotaman Market
Yogyakarta. Sampling technique using purposive sampling technique counted 100
respondents. Data collection techniques using questionnaires as many as 20 items
of questions assessed by the likert scale 1-5. Data analysis used with validity test,
reliability test, normality test, multicolinearity test and heteroscedasticity test.
Data analysis techniques to answer the hypothesis using multiple regression
analysis, t test and test f. All the tests were assisted using SPSS 22.
The results showed that, partially promotion factor, product and service
have a significant effect to customer saving decision in syariah bank, but location
factor did not have significant effect to customer saving decision in syariah bank.
Partially, promotion factor, location, product and service have a significant effect
to customer saving decision in conventional bank. While simultaneously
promotion factor, location, product, and service together have significant effect to
customer saving decision in syariah bank and conventional bank.