MARKETING MIX DAN TINGKAT MARGIN DALAM PENGAMBILAN KEPUTUSAN PEMBIAYAAN PADA NASABAH BANK SYARIAH

Rusny Istiqomah Sujono, Febrian Wahyu Wibowo

Abstract


Abstract

The purpose of this study was to determine the effect of the marketing mix and margin levels on customer decisions. The design and methodology of this research is field research where the authors make observations to obtain the required data. Data is collected by giving questionnaires to customers who have several financial activities at the bank. The sample of this study was 100 respondents. The results showed that of the five Marketing mix variables, several variables significantly influenced customer interest, such as product, price, promotion, and margin level. However, place variables do not significantly influence customer decisions. Although not all marketing mix variables significantly influence customer interest, the marketing mix is still important for Islamic banks to attract customers


Keywords


Marketing mix; Margin; Customer Decision

Full Text:

PDF

References


Abril, Carmen, Belen Rodriguez Canovas. (2016). Marketing mix Effects on Private Labels brand equity. European Journal of Management and Business Economics 25. 168-175.

Aghaei, Mohammad, Elham Vahedi, Mohammad Safari Kahreg, Mahdi Pirooz. (2014). An examination of relationship between Services Marketing mix and Brand Equity Dimensions. Procedia Social and Behavioral Sciences 109. 865-869.

Aini, Aisyah Nur. (2015). Pengaruh Tingkat Margin terhadap Keputusan Pengambilan Pembiayaan Murabahah di BMT UGT Sidogiri Cabang Waru Sidoarjo. El-Qist Vol. 05 No. 1 April 2015

Akgun, Ali Ekber, Halit Keskin, Hayat Ayar C. (2014). Standardization and Adaptation of International Marketing mix Activities : A Case Study. Social and Behavioral Sciences. 609-618.

Arikunto, Suharsimi. (2006). Prosedur Penelitian, Cetakan XIII, Jakarta : Rineka Cipta.

Asnawi dan Masyhuri. (2011). Metodologi Riset Manajemen Pemasaran. Malang: UIN Malik Press.

Ghazali, Imam. (2009). Aplikasi Analisis Multivariate dengan Program SPSS. Cetakan IV. Semarang: Badan Penerbit UNDIP.

Hadi, Syamsul. (2006). Metodologi Penelitian Kuantitatif, Ekonisia. Yogyakarta: FE UII.

Hogreve, Jens, Anja Iseke, Klaus Derfuss, and Tönnjes Eller. (2017). The Service-Profit Chain: A Meta-Analytic Test of a Comprehensive Theoretical Framework. Journal of Marketing. 81 Mei, 41–61.

Hurriyati, Ratih. (2005). Marketing mix dan Loyalitas Konsumen. Bandung: Alfabeta.

Isoraite, Margarita. (2016). Marketing mix Theoretical Aspects. International Journal of Research Granthaalayah. Vol. 4, June 2016. ISSN-2350-053.

Joharuddin,I. (2007). Strategi Bank Syariah Cik Di Tiro Yogyakarta Dalam Meningkatkan Kepuasan Nasabah(Analisis Marketig Mix), Tesis Program Studi Hukum Islam UIN Sunan Kalijaga, Yogyakarta.

Kasmir. (2002). Dasar-Dasar Perbankan, Jakarta; PT. Raja Grafindo Persada.

Kasmir. (2005). Pemasaran Bank. Jakarta: Prenada Media.

Kotler dan Amstrong. (2008). Prinsip-Prinsip Pemasaran, jilid 1 ed VIII, Jakarta: Erlangga.

Margono,Slamet. (2010). Pelaksanaan Sistem Bagi Hasil Bank Syariah (Tinjauan Umum Pada PT. Bank BTN Syariah Cabang Semarang). Tesis program Magister Ilmu Hukum Universitas Diponegoro. Semarang.

Mesak, Hani I, Abdullaahel Bari, T. Selwyn Ellis. (2020). Optimal dynamic marketing-mix policies for frequently purchased products and services versus consumer durable goods: A generalized analytic approach. European Journal of Operational Research. 764-777.

Mu’arif, Mahfudz. (2013). Pengaruh Marketing mix Terhadap Keputusan Nasabah Bank Syariah dan Konventional. Jurnal Manajemen dan Akuntansi Volume 4, Malang.

Muhammad. (2005). Manajemen Bank Syariah, edisi revisi, Yogyakarta: (UPP) AMP YKPN.

Nailusa’adah. (2011). Pengaruh Marketing mix Terhadap Keputusan Konsumen Menjadi Nasabah Bank BNI Syariah. Skripsi Fakultas Syariah dan Hukum UIN Syarif Hidayatullah. Boyolali.

Oesman, Yevin Marty. (2010). Sukses Mengelola Marketing mix, CRM, Customer Value, dan Customer Dependency. Bandung: Alfabeta.

Payne, Adrian. (2000). The Essense od service Marketing (Pemasaran Jasa). Diterjemahkan oleh: Fandy Tjiptono. Yogyakarta: ANDI.

Pomering, Alan. (2017). Marketing for sustainability: Extending the conceptualization of the Marketing mix to drive value for individuals and society at large. Australian Marketing Journal 25. 157-165.

Rangkuti, Freddy. (2011). Riset Pemasaran, Cetakan. X. Jakarta: PT. Gramedia Pustaka Utama.

Safitri, Enneng Nisa Alfiani (2019). Pengaruh Tingkat Margin dan Pelayanan Terhadap Kepuasan Nasabah pada Pembiayaan Murabahah di BPRS Metro. Finansia Volume 2 Nomer 2 Juli-Desember.

Sefudin, Akhmad. (2014). Redefining Marketing mix (Marketing mix) Studi Kasus Pada Universitas Indraprastha PGRI. Journal of Applied Business and Economics. Volume 1 Nomer 1.

Sugiyono.(2011). Metode Penelitian Bisnis, Bandung: Alfabeta.

Sya’idah, Evi Husniati, Tontowi Jauhari. (2018). Pengaruh Marketing mix Terhadap Loyalitas Pelanggan. Jurnal Ekonomi Universitas Kediri Volume 3 No.1.

Syahputra, Danil. (2019). Pengaruh Biaya Promosi dan Tingkat Margin terhadap Peningkatan Penyaluran Dana Pembiayaan Murabahah. Jurnal Penelitian Medan Agama Vol. 10, No. 1.

Umar, Husein. (2003). Riset Pemasaran dan Perilaku Konsumen. jakarta: Gramedia Pustaka Utama.

Wahab, Norsyaheera Abdul, Lailatul Faizah Abu Hassan, Siti Asiah Md Shahid, Siti Noorsuriani Maon. (2016). The Relationship Between Marketing mix and Customer Loyalty In Hijab Industry: The Mediating Effect of Customer Satisfaction. Procedia Economics and Finance 37. 366-371.

Wahab, Sulaiman. (2012). Perbandingan Marketing mix dan Faktor Religi Terhadap Keputusan Konsumen Menjadi Nasabah Bank Syariah. Jurnal Manajemen dan Akuntansi Volume 2 Nomor 2 Tahun 2013 Magelang.

Winardi. (1989). Aspek-Aspek Marketing mix. Bandung: Mandar maju

Yeu, Chan S, Kong C Leong, Lee C Tong, et al. (2012). A Comparative Study on International Marketing mix in China and India: The Case of McDonald’s. Procedia-Social and Behavioral Sciences 65 1054-1059.




DOI: https://doi.org/10.18860/ed.v8i1.7431

Refbacks

  • There are currently no refbacks.




Editorial Office:
Megawati Soekarnoputri Building
Islamic Banking Departmen, Faculty of Economics
Jln. Gajayana 50 Telp (0341) 558881
E-mail: eldinar@uin-malang.ac.id
Universitas Islam Negeri Maulana Malik Ibrahim Malang

E-ISSN 2622-0083 

Creative Commons License
El Dinar under a CC BY SA 4.0 International License.

Member of:

 

Indexed By:

 

 



View My Stats

 

Flag Counter