Hasil Karya "Muhammad Jalari, SE, Drs, MM"

Pengaruh Marketing Mix Terhadap Keputusan Konsumen Untuk Menabung Pada Bank
Tgl. Upload27/01/2010
OlehMuhammad Jalari, SE, Drs, MM
SinopsisThe objective of the research is to find out the influence of marketing mix consisting of product, price, promotion and place both partially or simultaneously to consumer saving behaviour in BPR Ihuthan Ganda Kartasura and the one which dominantly affects consumer’s saving behaviour in BPR Ihuthan Ganda Kartasura. According to the method of the research, the type of the research is survey research. Collecting data method using questionaire and interview. Samples were taken by using census method. The number of customers taken as samples is 50 people who saved their funds in BPR Ihuthan Ganda Kartasura. Descriptive analysis was imployed to support interpretation of the result of the analysis used. Multiple Regresion Analysis was used to fine out the influence of marketing mix to consumers behaviour in the decision making to save their funds in BPR Ihuthan Ganda Kartasura. The result of the research shows that independent variables consisting of product (X1), price (X2), promotion (X3) and place (X4) simultaneously have significance influence to dependen variable ( Consumer Decision ). Independent variables simultaneously have strong correlation to dependent variable with R = 0,270. It means that independent variables have contribution about 91% influencing dependent variable. While 9% influenced by other variables that not included to the model. Variabel of product, price, promotion and place partially have significance influence to consumer’s decision making to save their funds in BPR Ihuthan Ganda Kartasura. While variable Place (X4) have no significance influence to consumers decision making to save their funds in BPR Ihuthan Ganda Kartasura
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