Published date: May 17 2024

Journal Title: KnE Social Sciences

Issue title: 1st International Conference on Islamic Economics, Business Development and Studies (1st ICIEBDS)

Pages: 126–140

DOI: 10.18502/kss.v9i16.16240

Ammy Ariyantiammyariyanti@gmil.comUniversitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia

Zulaikah .Universitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia

Citra EtikaUniversitas Islam Negeri (UIN) Raden Intan Lampung, Indonesia

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

[1] Aini N, Anah L. Pengaruh Promosi dan Kualitas Produk Terhadap Minat Beli Kerudung Rabbani (Stuldi Kasus Pada Pondok Pesantren Putri Walisongo Cukir Jombang). BIMA J. Bus. Inovasi. Kelola. 2019;2(1):96–106.

[2] A. D. Evasari, “Strategi Pemasaran Islami Dengan Media Sosial Untuk Meningkatkan Penjualan Produk,” ISTITHMAR J. Stud. Ekon. Syariah, jilid. 4, No. 1 Agustus 2020.

[3] J. A. Mulghni, “ANALISIS SWOT PEMASARAN PRODUlK PEMBIAYAAN KEPEMILIKAN EMAS DI BJB SYARIAH KANTOR CABANG PEMBANTU BANTAR KALONG Olelh,” 2019.

[4] N. N. Nurhadi, “Manajemen Strategi Pemasaran Bauran (Marketing Mix) Perspektif Ekonomi Syariah,” Hum. FALAH J. Ekon. Dan Bisnis Islam, vol. 6, No. 2, 2019.

[5] Sutisna, Konsumer Behavior dan Komunikasi Pemasaran. Bandung, 2012.

[6] Ricky W. Griffin, Management, Penatua 7 Volume. Jakarta: Erangga; 2004.

[7] M. Fishbein dan I. Ajzeln, “Belief, attitude, intention, dan behavior: Sebuah pengantar teori dan research,” 1977.

[8] Philip Kotelr dan Gary Armstrong, prinsip-prinsip Pemasaran. Jakarta: Erangga; 2008.

[9] Kartajaya H, Sulla MS. Pemasaran Syariah, Bandung: PT. Mizan Pulstaka; 2006.

[10] S. B. dan S. Bahrelisy, Terjemahan Singkat Tafsir Ibnu Katsir, Volulmel II. Sulrabaya: PT. Bina Ilmu.

[11] Mulsyrifin Z. Implementasi sifat-sifat Rasulullah dalam konselling behaviora. Al Irsyad J. Bimbing. Konseling Islam. 2020;11(2):151–60.

[12] Stanton WJ. Prinsip-Prinsip Pemasaran. Jakarta: Elrangga; 2008.

[13] Suldibyo TG, Hardiono U. Markelting Muhammad. Bandulng Madania Prima Impr. Dari Salamdani Pulstaka Semesta; 2007.

[14] Ahmad Ifham Sholihin. Buku Pintar Ekonomi Syariah. Jakarta; 2010.

[15] Rifai MS. “Strategi Bauran Pemasaran Real Estatel Perspektif Ekonomi Islam (Studi Pada Perumahan Graha Mitra 2 Tulungagung),” EKSYAR J. Ekon. Syari’ah Bisnis Islam. 2020;7(2):52–73.

[16] Kasmir, Manajemen Perbankan. Jakarta: Rajawali Pers; 2010.

[17] N.A. dan M.A. Fanani, Telori Pemasaran Syariah, Filsafat & Isu Kontelmporer. Depok: Rajawali Pelrs, 2017.

[18] Muhammad Anang Firmansyah, Perilaku Konsumen: Sikap dan Pemasaran. Yogyakarta: Deelpublish, 2018, 2018.

[19] Sugiyono, Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Bandung: CV. Alfabelta, 2017.

[20] Sulgiyono, Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabelta, 2017.

[21] Agung, Metodologi Research Busines. Malang: UlB Pres, 2012.

[22] A. Kurniawan, Metode Penelitian Ekonomi dan Bisnis. Bandung: Alfabelta, 2014.