The Impact of Marketing Mix on the Purchase Decision When Borrowing Consumer Loans

Abstract

The purpose of this study was to determine the importance of the influence of the marketing mix, consisting of products, prices, places, promotions, physical evidence, people and processes on the customer's decision to borrow consumer credit, and to find out which of the seven marketing mix variables had the most impact dominant in the customer's decision to borrow consumer credit from PT. Bank NTB Syariah. This study is a descriptive study with both a population and a sample of 50 people obtained by non-probability techniques that is, using targeted sampling. Data collection techniques used were interviews, observation and documentation. This type of research data is quantitative data and qualitative data. Data sources used are primary data and secondary data. Data analysis was performed by multiple regression analysis with the F test to test the significance of the relationship of the seven independent variables along with the dependent variable. The results showed that 1) the marketing mix of services consisting of products, prices, promotions, places, people, processes and physical evidence had a significant impact on customer loan decision making; 2) Process variables have the most dominant influence on the customer's decision to borrow consumer credit from PT. Bank NTB Syariah.

Determinan Yang Mempengaruhi Penyaluran Pembiayaan Gadai (Rahn) Pada PT. Pegadaian Syariah Indonesia Periode 2017-2021

“…Berkembangnya sistem perbankan syariah ditandai dengan berdirinya beberapa lembaga keuangan syariah dan munculnya bermacam-macam instrumen keuangan yang berbasis pada syariah (Athar, 2021). Lembaga keuangan syariah secara mendasar tidak sama dengan lembaga keuangan konvensional, baik itu dalam kekuasaan, tujuan, ruang lingkup, mekanisme, serta pertanggungjawaban.…”

Implementasi Strategi Pemasaran Handicraft Bagi Umkm Di Banyuwangi

“…Diperoleh hasil bahwa proses merupakan variabel dominan terhadap keputusan nasabah dalam melakukan pengajuan kredit di PT. Bank NTB Syariah (Athar, 2020).…”

The Effect of Instagram Content Quality on Fomsumerism Behavior with Emotional Response as a Mediating Variable

“…Increased access to technology, especially social media, has made receiving information from users easier [6]. Instagram is one of the visualbased social media platforms that can provide a more comfortable space for social interaction and a stronger sense of community or connection between fellow users [9].…”

“…In its development, social media not only shapes consumption patterns but can cause emotional responses in its users, including envy of what they see [25]. It is easy to compare their own lives with the lives they see through visual content, and this can cause them to feel dissatisfied with their lives and behaviours [1,23,28,32,36] as well as tend to want to imitate their personality to be the same as they idolize [6,10].…”