Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Greenation International Journal of Economics and Accounting
Osrita Hapsara
Politeknik Jambi, Jambi, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Role of Marketing Mix (7P) in Increasing The Number of Customers at BNI Bank Jambi Branch Osrita Hapsara; Pupu Sopini; Telly Zuvilla Irwanto; Riko Mappedeceng
Greenation International Journal of Economics and Accounting Vol. 4 No. 4 (2026): Greenation International Journal of Economics and Accounting (September - Octob
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v4i4.877

Abstract

This research investigates the role of seven P marketing mix in increasing the number of customers at Bank BNI Jambi Branch. The banking industry faces intense competition in customer acquisition, requiring the implementation of effective marketing strategies. Through a structural equation model involving 310 bank customer respondents, this study found that all marketing mix elements including Product, Price, Place, Promotion, People, Process, and Physical Evidence significantly influence customer acquisition at Bank BNI. The findings show that People and Process have the strongest impact, followed by Place and Product. Based on these findings, achieving excellence in service quality through competent human resources and efficient processes should be a priority for sustainable banking marketing. Furthermore, integration of all seven P elements is crucial to create superior customer value and enhance competitive advantage in the banking sector.
Co-Authors Pupu Sopini Riko Mappedeceng Telly Zuvilla Irwanto