PENGARUH MARKETING MIX (7P) TERHADAP MINAT NASABAH PT. BPR CHANDRA MUKTIARTHA UNTUK MENGGUNAKAN PRODUK TABUNGANKU

Authors

  • Tobit Lala Sadodolu Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author
  • Nerys Lourensius L. Tarigan Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author
  • Salahuddin Salahuddin Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author
  • Siti Kusandhitasari Jayaningrum Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author

Abstract

This study aims to analyze the influence of the marketing mix strategy (7P marketing mix), consisting of Product, Price, Place, Promotion, People, Process, and physical evidence, on customer interest at PT. BPR Chandra Muktiartha. The research method uses a quantitative approach with multiple linear
regression analysis techniques using SPSS V.25 software. The research sample consisted of 106respondents who are active customers of PT. BPR Chandra Muktiartha. The results shows that partially, of the seven variables (Product, Price, Place, Promotion, People, Process, and physical evidence), two variables have a significant effect: Product (X1) and Price (X2), while the other variables—Place (X3), Promotion (X4), People (X5), Process (X6), and Physical Evidence (X7)—do not
show a significant effect. The coefficient of determination (Adjusted R Square) is 0.162, thus concluding that the marketing mix variables explain 16.2% of the variation in customer interest, while 83.8% is explained by other factors.

Keywords: marketing mix (7P), customer interest

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Published

2025-07-28

Issue

Vol. 22 No. 1 (2025)

Section

Articles

How to Cite

PENGARUH MARKETING MIX (7P) TERHADAP MINAT NASABAH PT. BPR CHANDRA MUKTIARTHA UNTUK MENGGUNAKAN PRODUK TABUNGANKU. (2025). Jurnal Optimal, 22(1), 79-92. https://jurnal.stieieu.ac.id/index.php/opt/article/view/185

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