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Flora Grace Putrianti
Fakultas Psikologi Universitas Sarjanawiyata Tamansiswa
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Journal : JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)

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The Influence Of Marketing Mix And Brand Awareness On Banking Customers' Interest In Using Home Ownership Credit Services Sudirjo, Frans; Wahyu Anugrah Manippi; Flora Grace Putrianti; Ratu Nadya Wahyuningratna; Muhammad Syafral
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 2 (2024): April 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i2.2379

Abstract

The purpose of this study is to ascertain whether social influence, brand awareness, and sharia marketing mix influence the choice of sharia house ownership financing. Customers who select Sharia KPR items make up the research population. Purposive sampling was the method of sampling employed by the researchers. 100 persons were chosen as the sample size by the researchers. In this study, a questionnaire was utilized as an instrument by the researcher to collect the required data. In this study, the researcher used a quantitative research methodology. data interpretation and analysis with SPSS 23.0 software. The analysis results indicate that the three variables studied, namely social, brand awareness, and sharia marketing mix, significantly influence the decision process for selecting sharia bank customers. Brand awareness also has a significant effect, with a significance level of 0.000. Likewise, the sharia marketing mix variable also has a significant impact. In addition, the F test results show that simultaneously, social variables, brand awareness, and the sharia marketing mix have a significant influence on the decision process for selecting sharia bank customers, as evidenced by the F value of 35.5. These findings illustrate that the combination of these factors as a whole has a strong role in shaping customer preferences for Islamic banking products or services. The author suggests that future research add other variables so that this research can further develop for the academic world in the future. So in this case, it is hoped that the bank needs to understand the social conditions of the target market as a form of marketing research to win the sharia banking market share. Can increase brand awareness in the community to win market share.
Co-Authors Adi Soeprapto Ahmad Buchori Andreas Yudha Fery Nugroho Andy Ismail Angel Anna M. Ngabalin Anshoriyah, Sofiyatul Ardianti, Pipit Arifah Ikhsanti Nur Isnaini Arumsari, Mela Dina Astuti Wijayanti Astuti Wijayanti, Astuti Ayentia Brilliandita Az Zahra, Nisa’ Hanif Taimah Bakti Dian Rachmadi Basuki Wisnu Bayu Rahmat Setiadi, Bayu Rahmat Berliana Henu Cahyani Christine Widilestari DARMAN Dewi Puspitasari Diyah Sundari Ayu Sundari Djoko Soelistya Dwi Susanto Eka Sari, Rini Faisal Abubakar Falah, Afifah Dwi Fatimah Malini Lubis Firstianty Wahyuhening Fibriany Fitria Sulistyowati Fitriana, Mukti Devi Frans Sudirjo Galih Nugraha Goring, Diana Kristati Gulana, Edwar Dus Hasa, Zainul Faizien Ian Rosita Dewi Nur Indriyati Eko Purwaningsih Intan Tiara Dewi Jasmin Jatu Anggraeni Jeny Citra Sari Ajan Laelasari Laelasari Laily Rochmawati Listiyani Laksana, Erlangga Fardan Satria Lamboy Sinaga, Victor Lazuardy Alief Listiyani, Laily Rochmawati Lusiana Lusiana Mahmudah Titi Muanifah Mamonto, Tofhan Manurung, Yunisya Maria Sriyani Langoday Marsinta, Ana Kardiya masriah masriah, masriah Matiala, Tiara Fathulmila Mita Purbasari, Mita Moh. Rusnoto Susanto Mokodompit, Haslinda Muhammad Irfan Muhammad Irfan Muhammad Irfan Muhammad Syafral Muhammad Zakaria Musa, Maman Nashiruddin Achmad Nelly Rhosyida Nelly Rhosyida Nelly Rhosyida Nhu, Dương Quế Nitawati, Elly Yuniar Nugroho, Agung Yuliyanto Nurcholish Arifin Handoyono, Nurcholish Arifin Nurlitasari, Anisa Nurul Eka Hidayah Nurul Myristica Indraswari Pujianingsih, Esti Dwi Puspa Eka Ayu Febriana Rahayu Retnaningsih Renggur, Hairul Alam Retno, Bayu Riesna Apramilda Rika Pebriani Rini Eka Sari Rini Nurhayati Robert Philip Bertolomeus Rony, Zahara Tussoleha Ryan Sugiarto Ryan Sugiarto Samsuddin, Harun Selimanorita, Shafa’ Septi Hartanti Setyo Oetomo, Dedy Shafa’ Selimanorita Sihombing, Dina Agnesia Siti Hafsah Budi A Siti Nuur Aziah siti wulandari Sitti Husna Noviana Djou Sri Adi Widodo Sri Adi Widodo Sri Muliati Abdullah Sugarto, Ryan Suhendro Hadi Saputro Sulistyo Budiarto Sulistyo Budiarto Susanto, Moh. Rusnoto Susatyo Adhi Pramono, Susatyo Adhi Susatyo, Rudy Syamsul Ma’arif Syamsul Ma’arif Tika Nurul Ramadhani Trisniawati Trisniawati Trisniawati Trisniawati Trisniawati Trisniawati, Trisniawati Tyahya Whisnu Hendratni Usmany, Paul Utami, Try Wahyu Uum Helmina Chaerunnisak Uum Helmina Chairunisak Uum Helmina Chairunisak Wahyu Anugrah Manippi Wahyuningratna, Ratu Nadya Wicaksana, Zahran Nur Yahya, Siskawaty