ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN JUMLAH ANGGOTA PEMBIAYAAN MURABAHAH PADA BMT TUMANG KARANGPANDAN KABUPATEN KARANGANYAR

Deni Kristianto, Muflik Malikun

Abstract


This study aims to determine the effect of the marketing mix, namely product, price, place, promotion, people, process and physical evidence on increasing the number of members, either partially or simultaneously. The sample in this study amounted to 100 respondents with a non- probability sampling method. Collecting data using a questionnaire with a purposive sampling method. Data analysis used regression analysis testing through the IBM SPSS version 21 program. The results of the research referring to the research objectives were obtained: (1) Product partially has a positive and significant effect on the number of members (2) Price partially has a positive and significant effect on the number of members (3) Place partially has a positive and significant effect on the number of members (4) Promotion has partially had a positive and significant effect on the number of members (5) People has partially had a positive and significant effect on the number of members (6) Process has partially had a positive and significant effect on the number of members (7) Physical Evidence Product has partially had a positive and significant effect on the number of members (8) Product, price, place, promotion, people, process and physical evidence simultaneously have a positive and significant effect on the number of members. As much as 65.2% of the number of members is influenced by product, price, place, promotion, people, process and physical evidence while 34.8% is influenced by other factors not explained in this study.

Keywords


marketing mix, product, price, place, promotion, people, process, physical evidence, financing, members and BMT

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