Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Menabung (Survei Pada Nasabah Bank Muamalat Indonesia Cabang Malang)

Fajri, DethaAlfrian (2013) Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Menabung (Survei Pada Nasabah Bank Muamalat Indonesia Cabang Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian Ini Bertujuan Untuk Mengetahui Dan Menjelaskan Pengaruh Variabel Bauran Pemasaran Jasa Yang Terdiri Dari Produk (X1), Harga (X2), Promosi (X3), Proses (X4), Orang (X5), Bukti Fisik (X6), Lokasi (X7) Secara Simultan Dan Parsial Terhadap Proses Keputusan Menabung (Y). Jenis Penelitian Yang Digunakan Adalah Explanatory Research . Sampel Dalam Penelitian Ini Sebanyak 98 Orang Responden Yang Merupakan Nasabah Bank Muamalat Indonesia Cabang Malang. Metode Pengumpulan Data Menggunakan Kuesioner. Analisis Data Yang Digunakan Adalah Analisis Deskriptif, Analisis Regresi Linear Berganda Dan Analisis Regresi Parsial. Teknik Penarikan Sampel Yang Digunakan Adalah Teknik Purposive Sample. Hasil Penelitian Menunjukan Bahwa Variabel Produk (X1), Harga (X2), Promosi (X3), Proses (X4), Orang (X5), Bukti Fisik (X6), Lokasi (X7) Secara Bersama-Sama Atau Simultan Mempunyai Pengaruh Yang Signifikan Terhadap Proses Keputusan Menabung (Y) Dengan Nilai Fhitung Sebesar 8,705 Yang Lebih Besar Dari Ftabel (8,705 > 2,316) Dengan Tingkat Sig.F Lebih Kecil Dari Α (0,05) Dan Nilai Adjusted R Square Yaitu Sebesar 0,357. Hal Ini Berarti Bahwa Kemampuan Variabel-Variabel Bauran Pemasaran Jasa Secara Simultan Memberikan Kontribusi Terhadap Proses Keputusan Menabung Adalah Sebesar 35,7 % Sedangkan Sisanya Sebesar 64,3 % Dipengaruhi Oleh Variabel Lain Yang Tidak Dibahas Dalam Penelitian Ini. Hasil Penelitian Ini Juga Menunjukan Bahwa Variabel Produk (X1) Merupakan Variabel Yang Berpengaruh Dominan Terhadap Proses Keputusan Menabung (Y) Yang Ditunjukan Dengan Koefisien Beta Tertinggi Yaitu 0,274 Dan Nilai T Hitung Yang Paling Besar Yaitu 2,493. Kesimpulan Dari Penelitian Ini Adalah: 1). Bauran Pemasaran Jasa Yang Terdiri Dari Produk (X1), Harga (X2), Promosi (X3), Proses (X4), Orang (X5), Bukti Fisik (X6), Lokasi (X7) Berpengaruh Positif Dan Signifikan Secara Simultan Terhadap Proses Keputusan Menabung (Y). 2). Variabel Produk (X1) Merupakan Variabel Yang Berpengaruh Dominan Terhadap Proses Keputusan Menabung (Y). Oleh Karena Itu, Disarankan Kepada Bank Muamalat Indonesia Terutama Cabang Malang Untuk Mampu Mempertahankan Dan Sekaligus Meningkatkan Kualitas Produk Tabungan Untuk Tetap Mendapat Kepercayaan Nasabah Dan Mampu Menarik Calon Nasabah Baru Dari Kalangan Pasar Spiritual Maupun Pasar Rasional.

English Abstract

This Research Aims To Know And Explain The Influence Of The Service Marketing Mix Variable, Consists Of Product (X1) , Price (X2) , Promotion (X3) , Processes (X4) , People (X5) , Physical Evidence (X6) , Location (X7) Simultaneously And Partial Of Saving Decision (Y). Type Of Research Is Explanatory Research. The Sample In This Research As Much As 98 People Respondents Which Is Customer Of Bank Muamalat Indonesia, Branch Office Of Malang. Data Collection Method Is Using The Questionnaire. Data Analysis Is A Descriptive Analysis, Multiple Linear Regression Analysis And Analysis Of Partial Regression. Sample Withdrawal Technique Used Is A Purposive Sample Techniques. The Results Show That The Variable The Product (X1) , Price (X2) , Promotion (X3) , Processes (X4) , People (X5) , Physical Evidence (X6) , Location (X7) Jointly Or Simultaneous Has Influence Significantly To The Decision Process Of Saving (Y) With A Value Of Y F Hitung 8,705 Greater Than Ftabel ( 8,705 > 2,316 ) With The Level Of Sig.F Smaller Than Α ( 0.05 ) And Adjusted R Square Value Is As Much As 0,357. It Means That The Ability Of The Variables Service Marketing Mix Simultaneously Contributed To The Process Of Decision Is Worth Saving 35,7 % While The Rest Of 64,3 % Influenced By Other Variables That Is Not Discussed In This Research. The Result Of This Research Was Also Show That Variable The Product (X1) Is Variable Who Is Influential Dominant To The Decision Saving (Y) Indicated By A Coefficient Beta Highest Namely 0,274 And Value T Hitung Most Large Namely 2,493. Conclusions From These Studies Are: 1 ). Services Marketing Mix Comprising The Product (X1) , Price (X2) , Promotion (X3) , Processes (X4) , People (X5) , Physical Evidence (X6) , Location (X7) Influential Significant And Positive Decision To The Simultaneous Saving (Y). 2 ). Variable Variable Product (X1) Is The Dominant Influence The Decision To The Saving (Y). Therefore, Advised To Bank Muamalat Indonesia Especially For Branch Office Of Malang To Maintain And Improve Savings Product Quality To Keep The Trust Of Customers And Attracting The New Costumers From The Spiritual Market And Rational Market.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2013/503/051310972
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	25 Nov 2013 11:26
Last Modified:	22 Oct 2021 02:13
URI:	http://repository.ub.ac.id/id/eprint/116051

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