Research Paper
Year: 2019 | Month: July | Volume: 6 | Issue: 7 | Pages: 361-372
The Influence of Marketing Mix Strategy on Decision to Buy Financing Product at PT Bank Pembiayaan Rakyat Syariah Puduarta Insani Medan
Nur Ainun1, Dr. Endang Sulistya Rini2, Dr. Rulianda Purnomo Wibowo2
1Postgraduate Students Master of Management University of North Sumatera, Indonesia
2Postgraduate Lecturer Master of Management University of North Sumatera, Indonesia
Corresponding Author: Nur Ainun
ABSTRACT
Banking business development has become complex so far. Various kinds of product and business system are offered by each Bank. The uniqueness is that there are two systems of returning clients’ money: interest and profit sharing. A conventional Bank uses interest system while a sharia Bank uses profit sharing. Completion becomes significant by the coming of foreign banks which offer innovative products. This high competitiveness has caused Banks to consider clients’ changing preferences. PT Bank Pembiayaan Rakyat Syariah Puduarta Insani offers financing product for its clients, but its product has been inclined to decrease since 2016. Two factors which can influence the decision to buy at this Bank are product and price. The objective of the research was to find out the influence of product, price, promotion, location, process, people, and tangible partially and simultaneously on decision to buy financing product at PT Bank Pembiayaan Rakyat Syariah Puduarta Insani, Medan. The data were analyzed by using validity and reliability tests, t-test, and F-test. The population was 900 clients, and 89 of them were used as the samples, taken by using Slovin formula with error tolerance of 10%. The data were gathered by conducting documentary study, interviews, and questionnaires and analyzed by using multiple regression analysis at p=0.05. The result of the research showed that product, price, promotion, and location had positive and significant influence on decision to buy at PT Bank Pembiayaan Rakyat Syariah Puduarta Insani, Medan, while process, people, and tangible had positive but insignificant influence.
Key words: Product, Price, Promotion, Location, Decision to Buy
[PDF Full Text]