The influence of marketing mix on decisions to be a Islamic banking customer in Cianjur district Online publication date: Tue, 19-Jun-2018
by Uus Ahmad Husaeni
International Journal of Business Competition and Growth (IJBCG), Vol. 6, No. 2, 2018
Abstract: The people's decision to choose sharia banking in Cianjur regency is very low. Currently, sharia banking customers in Kabupaten Cianjur are only about 5-8% of the total population of 2,335 million people. In fact, 98% of the population in Cianjur regency is Muslim, and this city is also known as 'Santri City'. Therefore, it is necessary to test whether the marketing mix that includes product, price, place, and promotion can affect the decision to become a customer of Islamic banking. This study aims to examine the effect of product, price, place, and promotion on the decision to become a customer of Islamic banking. Analysis tool used in this research is multiple linear regression analysis. The result of the research simultaneously shows that product, price, place, and promotion have significant effect to the decision to become Islamic banking customer, while the rest is explained by other factors not included in this research.
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