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All Journal Indonesian Journal of Business and Management Jurnal Ekonomi
Muhammad Lathief Ilhamy Nasution
State Islamic University of North Sumatra
Economics, Econometrics & Finance

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THE EFFECT OF MARKETING MIX AND SERVICES ON CUSTOMER DECISIONS IN USING THE SERVICES OF THE INDONESIAN SHARIA BANK KC KABANJAHE Widia Anggraini; Muhammad Lathief Ilhamy Nasution; Nur Ahmadi Bi Rahmani
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

The marketing mix is ​​a marketing strategy that consists of 4 components, namely: price strategy, product strategy, location strategy, and promotion strategy. This study has 5 independent variables (X), namely: Price, product, promotion and service locations and 1 dependent variable (Y), namely: Customer decision. The research was conducted at Bank Syariah Indonesia KC Kabanjahe by distributing questionnaires to 100 customers which aimed to find out how the marketing mix influences customer decisions in using BSI KC Kabanjahe services and which of the 5 independent variables most influences customer decisions. Quantitative is the research method used with the T test and F test using SPSS for Windows. Based on the research results, the marketing mix has a significant effect on customer decisions and of the 5 independent variables, promotion is the most dominant variable influencing customer decisions.
DORMANT ACCOUNT SETTLEMENT STRATEGY IN HANDLING COMPLAINTS AT PT BANK SUMUT SYARIAH BRANCH OFFICE HM YAMIN MEDAN Yuli Andini; Muhammad Lathief Ilhamy Nasution; Ahmad Syakir
Indonesian Journal of Business and Management Vol. 8 No. 2 (2026): Indonesian Journal of Business and Management, Juni 2026
Publisher : Postgraduate Bosowa University Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35965/jbm.v8i2.8835

Abstract

Dormant accounts represent an important challenge in Islamic banking because they indicate declining customer transaction activity, reduced engagement, and potential decreases in customer loyalty. This study aims to analyze the dormant account settlement strategy implemented by PT Bank Sumut Syariah KCP HM Yamin Medan and examine its relationship with service quality and customer complaint handling. The study employed a qualitative approach with a descriptive research design. Data were collected through interviews, observations, and documentation, and analyzed using the Unified Theory of Acceptance and Use of Technology (UTAUT) and SWOT analysis. The findings reveal that from April 2025 to February 2026, there were 159 dormant accounts, primarily caused by low transaction intensity, changing customer preferences, limited access to banking facilities, and increasing competition among banking institutions. The bank has implemented a structured settlement strategy through automatic account categorization, customer verification, and account reactivation procedures based on prudential banking principles. However, the existing approach remains largely administrative and has not fully addressed the underlying behavioral and service-related factors contributing to account inactivity. The study further indicates that dormant accounts are closely associated with customer satisfaction, service quality, and relationship management. Therefore, Islamic banks need to adopt a more proactive strategy by strengthening customer communication, optimizing digital banking services, and enhancing customer engagement programs. These efforts are expected to reduce the growth of dormant accounts, improve customer loyalty, and support the sustainability of third-party funds in Islamic banking institutions.
Co-Authors Ahmad Syakir Nur Ahmadi Bi Rahmani Widia Anggraini Yuli Andini