Strategic Marketing Management Of Islamic Banking In Indonesia

• 主要作者: Poerbaya, Dwi Tyas
• 格式: Thesis
• 语言: 英语; 英语
• 出版: 2008
• 主题: HG Finance
• 在线阅读: https://etd.uum.edu.my/275/1/Dwi_Tyas_Poerbaya.pdf; https://etd.uum.edu.my/275/2/Dwi_Tyas_Poerbaya.pdf

This research is about marketing mix influences (Product, Promotion, Place, and Price) to consumer's decision in choosing Islamic Banking in Indonesia. Based on the problem statement in this research, researcher found that Islamic Banking in Indonesia got a les intention from Indonesian peoples. Distribution variable has the most important role to influence the customers in choosing Islamic Banking in Indonesia. To achieve the goal, the researcher implements F-Test (whole analysis), T-Test (partial analysis) and partial determination coefficient. Through F-Test, it can be identified whether the measurement of marketing mix variables significantly influence to consumer's decision in choosing Islamic Banking simultaneously. Through T-Test, it can be identified the influence of each marketing mix variables to consumer's decision in choosing Islamic Banking in Indonesia. Then, partial determination coefficient used to identify marketing mix variables which minimally influence to consumer's decision in choosing Islamic Banking in Indonesia. Based on data analysis gathered from the respondents who use Islamic Banking products, it can be identified that all marketing mix variables positively and significantly influence to consumer's decision altogether. Partially, product variable does not significantly influence to consumer's decision. While, marketing mix variables which give significant influence to consumer's decision in choosing Islamic Banking in Indonesia are promotion, distribution and price.