PENGARUH MARKETING MIX TERHADAP PENGAMBILAN KEPUTUSAN NASABAH MEMILIH BANK SYARIAH MANDIRI

Abstract

The development of Islamic banks in Indonesia itself is quite good. In 2016 there were 13 Islamic commercial banks with 473 branch offices with 1207 sub-branches and 189 cash offices. In total, there are 1869 Islamic bank branches spread throughout Indonesia (OJK Sharia Banking Statistics, 2016). This situation makes the competition tighter so that building a good management system is a very important strategy. We can see how consumer attitudes are faced with many choices, all of which require decision making. The increasingly fierce competition level supports Bank Syariah Mandiri to further improve a good management system and establish good relationships so that customer interest increases. The application of the Marketing Mix is expected to be a good management system between banks and customers in an effort to increase customer interest in choosing Bank Mandiri Syariah. The purpose of this study is to determine the effect of the marketing mix on customer decision making to choose Bank Syariah Mandiri.

The research method used in this research is quantitative analysis method. The type of research that will be used is associative research (relationship). The instrument used in this study was a questionnaire distributed to 100 customers of Bank Syariah Mandiri Kaliurang Yogyakarta Branch. The population in this study were all customers of Bank Syariah Mandiri, with the sampling technique using the Simple Random Sampling technique. The data analysis technique used for this research is multiple linear regression analysis technique which will then know the results.

Based on hypothesis analysis using multiple linear regression analysis method, it was obtained that all independent variables including product, promotion, place, process and physical evidence had a positive and significant effect on decision making simultaneously or partially with an F ratio/count value of 6.720 and F table of 2 ,31. An effect is said to be significant if the calculated F is greater than F table (6,720>2,31). partially obtained the results of the product factor of 0.617, promotion of 0.490, place factor of 0.343, process factor of 0.247, physical evidence factor of 0.101. for the results of the T test, the most dominant results are the process factor of 0.294, followed by the place factor of 0.233, the promotion factor of 0.177, the physical evidence factor of 0.145, and the product factor of 0.136.