PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN UNTUK MENABUNG PADA BANK

The Effect Of Marketing Mix Toward Consumer’s Decision ToSaving in Bank ( Study Case to BPR lhuthan Ganda Kartasura )

Abstract

The objective  of the research is to find out the influence   of marketing  mix consisting  of product, price, promotion and place, both partially and simultaneously,  to consumer  saving behaviour in BPR Ihuthan Ganda Kartasura,  and the dominant  factor that affects consumer's   saving behaviour in BPR Ihuthan  Ganda Kartasura

The type of the research  is survey research.  Data collecting   method is using questionaire and interview.  Customers   taken as samples were 50 people  who have saved their funds in BPR Ihuthan  Ganda  Kartasura.

Descriptive analysis  was employed ·to support interpretation  oflhe result.  Multiple  Regresion Analysis  was used to find out the influence  of marketing  mix to consumers  behaviour  in the decision making  to save their funds in BPR Ihuthan Ganda Kartasura.

The result of the research shows that independent   variables  consisting   of product (X,),

price (X)  promotion (:JS) and place (X,) simultaneously   have significance  influence  to the depen

dent variable ( Consumer  Decision).    Independent  variables simultaneously  have strong correlation

10 dependent  variable  with R = 0,270. It means that independent  variables  have contribution  about

91 % influencing dependent variable. While  9% influenced  by other variables  that not included in the model.