Pengaruh Bauran Promosi terhadap Keputusan Pengambilan Produk Pembiayaan Kpr Platinum Ib pada Bank X Syariah Cabang Harmoni - Jakarta

Abstract

The purpose of this study wants to analyze the influence of the promotional mix for customers in purchasing decisions Platinum iB mortgage products at Bank X Sharia. Promotional mix variables studied were advertising, sales promotion, personal selling, and publicity, while the object is mortgage financing customers. Sampling was purposive sampling study by interviewing as many as 92 Platinum iB mortgage customers. The technique of analysis using multiple linear regression analysis with the dependent variable Y is the customer's decision and the independent variable (X1) advertising, (X2) sales promotion, (X3) personal selling and (X4) publicity. Partial result only variable sales promotion and publicity which has a significant influence on purchasing decisions Platinum iB mortgage financing products, while variable advertising and personal selling has no influence on purchasing decisions Platinum iB mortgage financing products. The test results show that the simultaneous promotion mix these four variables affect the customer's decision to purchase mortgage products Platinum iB. and of the four variables analyzed was the most dominant influence a client's decision to choose products Platinum iB mortgage financing is variable publicity. In keseuruhan that promotional mix only has the effect of 50.4% of the customer's decision to purchase products Platinum iB mortgage financing; the rest (49.6%) customer's decision is influenced by other factors beyond the variables analyzed. Keywords :Mixed Promotion, Purchase Decision, Platinum iB mortgage product