The influence of services marketing mix on the decision to choose a new living credit union in the city of Tebing Tinggi

  • Juliansen Purba Universitas HKBP Nommensen, Indonesia
  • Yusnita Tinambunan Universitas HKBP Nommensen, Indonesia
  • Romindo M. Pasaribu Universitas HKBP Nommensen, Indonesia
  • Anne Rumondang Malau Universitas HKBP Nommensen, Indonesia
  • Krismanto E.T Naibaho Universitas HKBP Nommensen, Indonesia
Keywords: Choice Decisions, Marketing Mix, Services

Abstract

The purpose of this research is to determine the influence of the service marketing mix on the decision to choose the New Life credit union in the city of Tebing Tinggi. The sampling technique was carried out using non-probability sampling with purposive sampling technique. The sample for this research was taken from 100 respondents and used quantitative data analysis techniques. Partial test results (t-test) were obtained from the results of the assessment of product variables and physical evidence which had a positive but not significant effect on the decision to choose a New Life credit union, price and location variables had a negative and not significant effect on the decision to choose a New Life credit union, promotion variables, people, and processes have a positive and significant influence. The results of the F test for the variables product, price, promotion, location, people, process, and physical evidence simultaneously have a positive and significant influence on the decision to choose the New Life credit union. And the results of the coefficient of determination test (R2) for product, price, promotion, location, people, process and physical evidence variables can explain the decision to choose the New Life credit union in Tebing Tinggi city of 0.492 or 49.2%, the remaining 50.8% is explained by other variables not examined in this research.

Downloads

Download data is not yet available.

References

Astawa, P. (2022). Gaya Hidup, Harga, dan Keputusan Pembelian Spotify Premium. Prospek : Jurnal Manajemen Dan Bisnis, 4(3), 346–355.

Idris, M., Arfah, A., & Semmaila, B. (2022). YUME : Journal of Management Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Konsumen. YUME : Journal of Management, 5(3), 420–434. https://doi.org/10.37531/yume.vxix.457

Khotimah, K. (2023). Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Pelanggan. Jurnal Mirai Management, 8(1), 227–246.

Kotler, K. (2017). Philip Kotler, Manajemen Pemasaran Edisi 13 Jilid 1. intro ( PDFDrive ).pdf (p. 6).

Kotler, P., & Armstrong, G. (2016). Philip Kotler Gary Armstrong, Prinsif-prinsif Pemasaran edisi 12 jilid 1. intro ( PDFDrive ). In Prinsip-Prinsip Pemasaran.

M. Amir Nasution. (2019). Pengaruh Harga Dan Kualitas Produk Alat Kesehatan Terhadap Keputusan Pembelian Konsumen Pada Pt. Dyza Sejahtera Medan. Jurnal Warta Edisi 59.

Maghdid, R., Maghdid, R. S., Din, B. H., Hasan, H. A., & Othman, B. A. (2019). Negative Impacts of Revolutions: the Cause of Wars and Crises. International Journal of Psychosocial Rehabilitation, 23(March), 781. https://doi.org/10.37200/IJPR/V23I2/PR190330

Mariska, R., & Sitanggang, D. (2020). Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Nasabah Dalam Memilih CU Cinta Kasih Tigapanah. Jurnal Manajemen Dan Bisnis, 20(2), 209–219.

Miluanus. (2017). Kebijakan Pemasaran Dalam Meningkatkan Minat Anggota Menabung Pada Credit Union Mura Kopa di Balai Karangan. Jurnal Bisma, 1(10), 2163–2175.

Nawzadsabir, M., Othman, B., Al-Kake, F., & Rashid, W. (2019). The influence of entrepreneurship characteristics on attitude towards knowledge commercialization. International Journal of Psychosocial Rehabilitation, 23(2), 566–582. https://doi.org/10.37200/IJPR/V23I2/PR190316

Nouri, B. A., & Soltani, M. (2015). Evaluating the Effect of Tourism Marketing Mix on Buying Holiday Homes in Cyprus. International Journal of Business Administration, 6(5). https://doi.org/10.5430/ijba.v6n5p63

Ogiemwonyi, O., Harun, A. Bin, Alam, M. N., & Othman, B. A. (2020). Do We Care about Going Green? Measuring the Effect of Green Environmental Awareness, Green Product Value and Environmental Attitude on Green Culture. An Insight from Nigeria. Environmental and Climate Technologies, 24(1), 254–274. https://doi.org/10.2478/rtuect-2020-0015

Othman, B. (2020). The Influence of Total Quality Management on Competitive Advantage towards Bank Organizations: Evidence from Erbil/Iraq. International Journal of Psychosocial Rehabilitation, 24(5), 3427–3439. https://doi.org/10.37200/ijpr/v24i5/pr202053

Pantas.H, S. (2018). Pengaruh Orang, Bukti Fisik dan Proses terhadap Kepuasan Wisatawan pada Destinasi Wisata Pantai Bulbul. Jurnal Manajemen Dan Bisnis, 18(No.1), 87–100. https://doi.org/10.17605/eko.v18i1.423

Putri, N. J., Prihatini, A. E., & Pradhanawati, A. (2022). Pengaruh Produk, Promosi, dan Pelayanan terhadap Keputusan Penggunaan Jasa Koperasi Simpan Pinjam Jasa Batang. Jurnal Ilmu Administrasi Bisnis, 11(1), 80–88. https://doi.org/10.14710/jiab.2022.33419

Sabir, M. N., Rashid, W. N., Al-Kake, F., & Othman, B. (2019). Entrepreneurship characteristics and attitude towards knowledge commercialization: Evidence from Malaysia. International Journal of Psychosocial Rehabilitation, 23(September), 844–859. https://doi.org/10.37200/IJPR/V23I2/PR190335

Sadq, Z. M., Othman, B., & Khorsheed, R. K. (2019). The impact of tourism marketing in enhancing competitive capabilities. African Journal of Hospitality, Tourism and Leisure, 8(5).

SARAGIH, A. S. (2022). PENGARUH STRATEGI PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO PADA KONSUMEN DI MILLENIUM PLAZA MEDAN. Industry and Higher Education, 3(1), 1689–1699. http://repository.uhn.ac.id/handle/123456789/8000

Saupi, N. B., Harun, A., Othman, B., Ali, R. A., & Ismael, D. A. (2019). Does generation y really care about celebrity in their purchase? The role of customer attitude as a mediator. International Journal of Psychosocial Rehabilitation, 23(2), 885–898. https://doi.org/10.37200/IJPR/V23I2/PR190338

Shu, K., Mahudeswaran, D., Wang, S., Lee, D., & Liu, H. (2020). Fakenewsnet: A data repository with news content, social context, and spatiotemporal information for studying fake news on social media. Big Data, 8(3), 171–188.

Suhaidi, M. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Nasabah Menggunakan Produk Jasa Keuangan Syariah Perspektif Islamic Marketing Ethics. Jurnal Ilmiah Ekonomi Islam, 8(1), 666. https://doi.org/10.29040/jiei.v8i1.4617

Suryadi, S., & Murdani, M. (2019). Penerapan Metode Certainty Factor Dalam Pengambilan Keputusan Diagnosa Kerusakan Sepeda Motor. Jurnal Informatika, 5(3), 22–25. https://doi.org/10.36987/informatika.v5i3.732

Published
2024-04-18
How to Cite
Purba, J., Tinambunan, Y., Pasaribu, R. M., Malau, A. R., & Naibaho, K. E. (2024). The influence of services marketing mix on the decision to choose a new living credit union in the city of Tebing Tinggi. Journal of Management Science (JMAS), 7(2), 330-338. https://doi.org/10.35335/jmas.v7i2.484