Title: The influence of marketing mix on decisions to be a Islamic banking customer in Cianjur district
Authors: Uus Ahmad Husaeni
Addresses: Universitas Suryakancana, Pasir Gede Raya Road, Bojongherang, Cianjur, West Java, 43216, Indonesia
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.
Keywords: marketing mix; customer; multiple linear regression; sharia banking.
International Journal of Business Competition and Growth, 2018 Vol.6 No.2, pp.105 - 114
Received: 15 May 2017
Accepted: 04 Aug 2017
Published online: 11 Jun 2018 *