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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah)
Nur Fatwa
Department of Sharia Economic & Finance, Universitas Indonesia
Decision Sciences, Operations Research & Management

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Determinan Keputusan Penggunaan Asuransi Pembiayaan Syariah di Perbankan Syariah Wahyudin Rahman; Nur Fatwa
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 5 No 1 (2022): Article Research Volume 5 Number 1, Januari 2022
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v5i1.611

Abstract

The need for sharia insurance protection for Islamic banking financing products creates competition between Sharia Insurance Companies. Determining the marketing strategy demands the right tools, has limits and is measurable. One such tool is through the marketing mix. This study investigates the effect of product, price, promotion, people and process on the decision to use Sharia Financing Insurance products by Person in Charge (PIC) Sharia Banking. The study used a descriptive quantitative approach through multiple regression analysis, coefficient of determination, t test and f test with SPSS software. The results of this study indicate that the entire marketing mix has a direct correlation and am significant influence on usage decisions. The most dominant process variable affects with a coefficient of 0.760. The value of the coefficient of determination (R2) is 0.69, meaning that all of the derivative variables of the positioning strategy have a joint contribution of 69% to the use decision variable and 31% are influenced by other variables outside of this study.
Co-Authors Wahyudin Rahman