Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Oleh Nasabah Koperasi Simpan Pinjam Bahrul Maghfiroh Cinta Indonesia

Abstrak

This research is aimed to observe the influence of marketing mix towards customers’ decision to get financing in Cooperation Bahrul Maghfiroh Cinta Indonesia. The type of research is qualitative with associative clausal approach. The number of the sample for this research is 80 respondents and the type of sampling used is simple random sampling. Technique of analysis used is multiple linear regression with the help of SPSS 18 program. The result shows that partially, the marketing mix variables which influence significantly towards customers’ decision in using the product Islamic home financing variable are, promotion, place, people, and promise. Meanwhile, variables which do not influence the customers’ decision are product, price, process, physical proof and patience. Simultaneously, marketing mix variables influence customers’ decision not significantly.