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All Journal Jurnal Manajemen dan Budaya Tarjih: Agribusiness Development Journal Agriculture and Socio-Economic Journal
Novita, Mega D.
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Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Manajemen dan Budaya

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Strategi Pemasaran Terintegrasi dalam Pengambilan Keputusan Pengajuan Kredit Ghozali, Ghozali; Nuraeni, Eny; Novita, Mega D.
Jurnal Manajemen & Budaya Vol 4 No 1 (2024): Jurnal Manajemen dan Budaya
Publisher : STAI Darul Kamal NW Kembang Kerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51700/manajemen.v4i1.561

Abstract

This research aims to identify the influence of Personal Selling, Service Quality, Business Location, and Digital Marketing on Credit Application Decisions at the ‘Sumber Manis’ Prajurit Kulon Farming Cooperative, Mojokerto City. This research uses a quantitative approach with a sample of 30 cooperative customers. The results of the F test show that these four variables have a simultaneous effect on the Credit Application Decision. The variables Personal Selling, Service Quality, Business Location, and Digital Marketing also partially have a positive influence on Credit Application Decisions. The results of this research provide deeper insight into various aspects of marketing in the context of credit application decisions in cooperatives. The practical implication is that cooperatives and similar financial institutions can improve their marketing strategies by considering the key roles played by Personal Selling, Service Quality, Business Location, and Digital Marketing in shaping customer perceptions and decisions. This research also supports previous findings which state that marketing aspects have an important role in influencing customer decisions regarding credit applications.
Co-Authors Ghozali, Ghozali Nuraeni, Eny Saifuddin, Akhmad