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All Journal IQTISHADUNA: Jurnal Ekonomi dan Keuangan Islam Jurnal Ekonomi Syariah dan Bisnis
Rosana Eri Puspita
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Economics, Econometrics & Finance Social Sciences

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MAXIMIZING PROMOTION MIX IN SHARIA BANKING TO INCREASE CUSTOMER'S DECISION-TO-SAVE Mei Vita Hasti Liana; Rosana Eri Puspita; Mochlasin Mochlasin
IQTISHADUNA Vol. 12 No. 1 (2021): IQTISHADUNA: Jurnal Ekonomi dan Keuangan Islam
Publisher : UIN Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (650.895 KB) | DOI: 10.20414/iqtishaduna.v12i1.3428

Abstract

This study aims to determine the effect of the promotion mix on the customer's decision to save. This study uses quantitative methods by processing primary data. Data collection techniques by distributing questionnaires given to customers of Bank Syariah Indonesia in Central Java. Samples were taken as many as 96 respondents with non-probability sampling technique. The data obtained were then processed using the SPSS 25 analysis tool. The results showed that advertising partially had a significant negative effect on customer decisions, while sales promotion, personal selling, direct marketing, and public relations variables partially had a significant positive effect on customer decisions. Together or simultaneously there is an influence between advertising, sales promotion, personal selling, direct marketing, and public relations on the customer's decision to save in Bank Syariah Indonesia (BSI). Researchers hope that BSI can improve promotional strategies, especially in advertising so that it is packaged as attractively as possible so that customers get more complete information, are interested, and then decide to become customers of Bank Syariah Indonesia
The MUSLIM FASHION CONSUMERS AND PURCHASING DECISION Wulan Octaviani; Rosana Eri Puspita
Maro: Jurnal Ekonomi Syariah dan Bisnis Vol. 4 No. 1 (2021)
Publisher : Prodi Ekonomi Syariah Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (272.91 KB) | DOI: 10.31949/maro.v4i1.818

Abstract

This study aims to determine how much influence product quality, sales promotion, and Islamic branding have on purchasing decisions with purchase intention as an intervening variable in the Naisha brand. The focus of this research object is the customer of the Naisha brand who has transacted online. The research method used is quantitative, with primary data obtained through distributing questionnaires and interviews. The sampling technique used purposive sampling, and the number of respondents in this study was 96 respondents. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. This study indicates that product quality, sales promotion, and Islamic branding partially and simultaneously positively and significantly affect buying interest in Naisha products. Other results indicate that the variable product quality, sales promotion, and Islamic branding positively and significantly affect purchasing decisions. The purchase intention variable has a mediating effect on other independent variables.
The MUSLIM FASHION CONSUMERS AND PURCHASING DECISION Wulan Octaviani; Rosana Eri Puspita
Maro: Jurnal Ekonomi Syariah dan Bisnis Vol. 4 No. 1 (2021)
Publisher : Prodi Ekonomi Syariah Universitas Majalengka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31949/maro.v4i1.818

Abstract

This study aims to determine how much influence product quality, sales promotion, and Islamic branding have on purchasing decisions with purchase intention as an intervening variable in the Naisha brand. The focus of this research object is the customer of the Naisha brand who has transacted online. The research method used is quantitative, with primary data obtained through distributing questionnaires and interviews. The sampling technique used purposive sampling, and the number of respondents in this study was 96 respondents. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. This study indicates that product quality, sales promotion, and Islamic branding partially and simultaneously positively and significantly affect buying interest in Naisha products. Other results indicate that the variable product quality, sales promotion, and Islamic branding positively and significantly affect purchasing decisions. The purchase intention variable has a mediating effect on other independent variables.
Co-Authors Mei Vita Hasti Liana Mochlasin, Mochlasin Wulan Octaviani