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Ariyanti, A., ., Z., & Etika, C. (2024). The Effect of the Marketing Mix on Customer Decisions to Use Education-saving Products in the Perspective of Islamic Economic (Study on Education-Saving Product Customers of PT. BPRS Rajasa Lampung Tengah Perseroda). KnE Social Sciences, 9(16), 126–140. https://doi.org/10.18502/kss.v9i16.16240

https://doi.org/10.18502/kss.v9i16.16240

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authors

  • Ammy Ariyanti

    Ammy Ariyanti

    Universitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia
    https://orcid.org/0009-0008-6674-0032
  • Zulaikah .

    Zulaikah .

    Universitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia
  • Citra Etika

    Citra Etika

    Universitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia

Published Date

  • May 17, 2024

The Effect of the Marketing Mix on Customer Decisions to Use Education-saving Products in the Perspective of Islamic Economic (Study on Education-Saving Product Customers of PT. BPRS Rajasa Lampung Tengah Perseroda)

KnE Social Sciences / 1st International Conference on Islamic Economics, Business Development and Studies (1st ICIEBDS) / Pages 126–140

Abstract

This study was to determine how much influence the marketing mix has on customer decisions to use PT. BPRS Rajasa Central Lampung Perseroda in the perspective of Islamic economics. This research is quantitative with the type of field research. Sampling in this study used the accidental sampling method, with a total sample of 68 customers. Data were sourced using primary data. The process of data analysis in this study used simple linear regression analysis which was processed using SPSS for Windows version 22. As for the results of the study, based on the t-test (partial test) that has been carried out, it shows that there is a positive and significant influence between the marketing mix on decisions for customers using education savings products. This is evidenced by the t-count (8,689) > t-table (1,997). Then the coefficient test in this study states that the marketing mix relationship to customer decisions has a strong relationship that is worth 0.730. Then, based on the coefficient of determination test (R2), it shows that the independent variable (marketing mix) has a significant influence on the dependent variable (constitutional decisions), namely 53.4% and the remaining 46.6% is influenced by other variables not included in this study. Besides that, in PT. BPRS Rajasa Lampung Tengah has also implemented Sharia principles in its operational activities because of the marketing mix process carried out by PT. BPRS Rajasa Lampung Tengah is by Islamic business principles and has implemented the characteristics of (Honest) Ash- Sidiq, trustworthy (Al-Amanah), and conveying (At-Tabligh).


Keywords: marketing mix, customer decision

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