Emerging Markets : Business and Management Studies Journal
Vol. 9 No. 2 (2022)

The Influence of Marketing Mix towards Consumer Purchase Intention: The Case of Bank Aceh Syariah

Muhammad Iqbal Fajri (Student)
Jerry Heikal (Universitas Bakrie)

Article Info

Publish Date
01 Mar 2022

Abstract

This article examines the influence of Marketing Mix (4Ps) on consumer buying decisions on Islamic banking products, savings, and mortgages. This research method is quantitative. This research population of Bank Aceh Syariah customers using Smart-PLS and surveyed with a Likert scale. The results showed that Price and Place have a highly positive impact on consumer decisions. In contrast, the promotion positively impacts consumer decisions on the sharia mortgage account at Bank Aceh Syariah.

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Journal Info
Emerging Markets : Business and Management Studies Journal
Website

Abbrev

ijembm

Publisher

Swiss German University

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

This journal is particularly interested in publishing scholarly empirical and theoretical research in various topics in the fields management, accounting, finance, and service industry, such as; Entrepreneurship, marketing, consumer behaviour, organizational behaviour, strategic management, ...