Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Mashrafiyah : Jurnal Ekonomi, Keuangan, dan Perbankan Syariah
Steviana Lesti Arvianti
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Marketing Mix on Customer Decisions in BSI KCP Wonogiri Steviana Lesti Arvianti; Meilana Widyaningsih
Al-Mashrafiyah (Jurnal Ekonomi, Keuangan dan Perbankan Syariah) Vol 9 No 2 (2025)
Publisher : Universitas Islam Negeri Alauddin Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of the marketing mix (7Ps), which includes product, price, place, promotion, people, physical evidence, and process, on the decision to become a customer at Bank Syariah Indonesia (BSI) KCP Wonogiri. This research uses a quantitative approach with a descriptive method. The population consists of BSI KCP Wonogiri customers, with a sample of 145 respondents selected through a probability sampling technique. Data were collected using questionnaires and analyzed through validity, reliability, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) using SPSS software. The results show that simultaneously, the marketing mix variables significantly influence the decision to become a customer. Partially, the variables of price, place, and process have a significant effect, while product, promotion, people, and physical evidence do not. These findings suggest that affordable pricing, convenient location access, and efficient service processes are the main factors influencing customers’ decisions to join BSI KCP Wonogiri
Co-Authors Meilana Widyaningsih