PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PENGAMBILAN PRODUK PEMBIAYAAN KPR PLATINUM iB PADA BANK X SYARIAH CABANG HARMONI - JAKARTA

DOI: https://doi.org/10.32722/eb.v12i1.647

Darna Darna, Dita Pramudya Wardani

Abstract


Abstrak
Tujuan penelitian ingin menganalisis pengaruh bauran promosi terhadap keputusan nasabah dalam pembelian produk KPR Platinum iB pada Bank X Syariah. Variabel bauran promosi yang diteliti adalah periklanan, promosi penjualan, personal selling, dan publisitas, sedangkan objeknya adalah nasabah pembiayaan KPR.Pengambilan sampel penelitian menggunakan teknik purposive samplingdengan mewawancarai sebanyak 92 orang nasabah KPR Platinum iB. Adapun teknik analisanya menggunakan analisa regresi linier berganda dengan variabel dependen Y adalah keputusan nasabah dan variabel independen (X1) periklanan, (X2) promosi penjualan, (X3) personal selling dan (X4) publisitas. Hasilnyasecara parsial hanya variabel promosi penjualan dan publisitas yang memiliki pengaruh signifikan terhadap keputusan pembelian produk pembiayaan KPR Platinum iB, sedangkan variabel periklanan dan personal selling tidak memiliki pengaruh terhadap keputusan pembelian produk pembiayaan KPR Platinum iB. Hasil pengujian secara simultan menunjukkan bahwa keempat variabel bauran promosi tersebut mempengaruhi keputusan nasabah dalam pembelian produk KPR Platinum iB. dan dari keempat variabel yang dianalisis ternyata yang paling dominan mempengaruhi keputusan nasabah memilih produk pembiayaan KPR Platinum iB yaitu variabel publisitas. Secara keseuruhan bahwa bauran promosi hanya mempunyai pengaruh sebesar 50,4% terhadap keputusan nasabah dalam pembelian produk pembiayaan KPR Platinum iB; selebihnya (49,6%) keputusan nasabah dipengaruhi oleh faktor lain diluar variabel yang dianalisis.
Kata Kunci : Bauran Promosi, Keputusan Pembelian, KPR Platinum iB

Abstract
The purpose of this study wants to analyze the influence of the promotional mix for customers in purchasing decisions Platinum iB mortgage products at Bank X Sharia. Promotional mix variables studied were advertising, sales promotion, personal selling, and publicity, while the object is mortgage financing customers. Sampling was purposive sampling study by interviewing as many as 92 Platinum iB mortgage customers. The technique of analysis using multiple linear regression analysis with the dependent variable Y is the customer's decision and the independent variable (X1) advertising, (X2) sales promotion, (X3) personal selling and (X4) publicity. Partial result only variable sales promotion and publicity which has a significant influence on purchasing decisions Platinum iB mortgage financing products, while variable advertising and personal selling has no influence on purchasing decisions Platinum iB mortgage financing products. The test results show that the simultaneous promotion mix these four variables affect the customer's decision to purchase mortgage products Platinum iB. and of the four variables analyzed was the most dominant influence a client's decision to choose products Platinum iB mortgage financing is variable publicity. In keseuruhan that promotional mix only has the effect of 50.4% of the customer's decision to purchase products Platinum iB mortgage financing; the rest (49.6%) customer's decision is influenced by other factors beyond the variables analyzed.
Keywords :Mixed Promotion, Purchase Decision, Platinum iB mortgage products

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