PERILAKU NASABAH NON MUSLIM DALAM BAURAN PEMASARAN TERHADAP KEPUTUSAN MEMILIH PRODUK BANK SYARIAH DI KOTA JAMBI

Abstract

Syariah or Moslem Banking is banking that rules by Moslem rule. Syariah principle isthe contract that based on the Syariah principle between Moslem Banking and theCustomer in lending and borrowing funds or other activities. This research purposesis to examine the relationship between the variable of: price, promotion, place,employee, process, and physical evidence unto the customer decision on Syariahproducts. Based on statistical procedure, the Ftest shows that simultaneously there issignificant influencing all the independent variable to dependents, the decision ofCustomer. Furthermore, t test shows that there are three variables significantlyinfluencing i.e., product, price, and promotion. Otherwise, the variable of place,employee, process and physical evidence has insignificant influence. The statisticalprocedure also shows that adjusted R shows that 86 percent of the variance ofdependent variable in this research is explained by the variance of independentvariable.Hence it is recommended to the Syariah Banking to make an intensivemarketing communication to make Syariah Product could be more enlightened to thecustomer.

Key words: customer behavior, marketing mix, syariah banking product