Marketing Mix Effect On Consumer Decision To Choose Pegadaian Shari'a

(Case Study On Customer Pt Pawnshop Sharia Branch Jember)

  • Dwi Agustin Asmara STIE Widya Gama Lumajang
  • Nawangsih Nawangsih STIE Widya Gama Lumajang
  • Ninik Lukiana STIE Widya Gama Lumajang
Keywords: Marketing Mix, Consumer Decisions

Abstract

The development of sharia pawnshops in Jember is significant Increasingly, even the sharia service unit offices of sharia pawnshops Easily can be found in various corners of the city of Jember. This is certainly supported by precise marketing strategies. This study aims to Determine the effect of the marketing mix decisions on consumer choosing PT Pawnshop Sharia Branch Jember. This research is a quantitative research by looking for a relationship between two or more variables and is causal. Samples taken were 120 respondents. The sample used is purposive sampling technique with multiple linear methods. The results of this study indicate that partially product, place, price, promotion, people, process, and physical evidence have a significant effect on consumer decisions choosing PT Pawnshop Sharia Branch Jember. And simultaneously product, place, price, promotion, people, process, and physical evidence have a significant effect on consumer decisions choosing PT Pawnshop Sharia Branch Jember. The results of the coefficient of determination indicate that 98.7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study , This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results. 7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study. This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results. 7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study. This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results.

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Published
2019-08-31