Analisis Marketing Mix Terhadap Keputusan Menabung pada Tabungan Simpedes Bank BRI Kantor Wilayah Jakarta 1

  • Anang Martoyo
  • Andriyani
Keywords: Marketing Mix, Saving Decision, BRI Simpedes Savings

Abstract

This study aims to determine the effect of the marketing mix which includes product, price, place, promotion, staff, physical evidence, and the process of saving decisions for BRI Simpedes savings customers at the DKI Jakarta Regional Office 1. The study was conducted using a quantitative approach with survey methods. The research instrument is a questionnaire from 100 respondents using the sampling technique "Nonprobability Sampling through" Incidental Sampling ". The data were analyzed using Multiple Regression Analysis.Based on the results of the hypothesis testing conducted, the results show that together (simultaneously), Product, Price, Location, Promotion, Officer, Physical Evidence, and Process have a positive and significant influence on the customer's decision to save. Furthermore, separately (partially), Products, Prices, and Promotions have a positive and significant effect on customer decisions to save. Whereas Location, Officer, Physical Evidence, and Process do not have a positive and significant effect on a customer's decision to save the Simpedes Savings Bank BRI Jakarta Regional Office 1.

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Published
2020-07-01
Section
Articles