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All Journal Jurnal Ilmiah Ekonomi Islam
Syahrizal Fauzi
Pascasarjana IAIN Kudus
Economics, Econometrics & Finance Social Sciences

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Marketing Mix and Religion On Customer Interest BSI Branch Pati Syahrizal Fauzi
Jurnal Ilmiah Ekonomi Islam Vol. 9 No. 1 (2023): JIEI : Vol.9, No.1, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i1.8405

Abstract

This research is intended to provide information about how far the customer's interest or interest in Islamic banking, especially the Indonesian Syari'ah Bank (BSI) Pati Branch, is by observing behavior. There are five factors that influence public interest, namely: product, price, place, and promotion which are referred to as the 4P or marketing mix and one special factor in this case is religion. Religious factors in this study are sharia law and individual beliefs. Furthermore, this study resulted in two findings. First, that the 4P which consist of product, price, place, promotion and religious factors greatly influence the Muslim community to become Islamic banking customers, especially at BSI Pati Branch. Second, religion is the dominant factor that influences people's interest in becoming customers of the Pati Branch of Bank BSI besides the 4P factor.
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