ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN NASABAH BANCASSURANCE BANK X

Yeni Mufaozah, . (2022) ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN NASABAH BANCASSURANCE BANK X. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the marketing mix on the purchasing decisions of Bancassurance customers at Bank X. The purpose of this study is to prove and analyze the influence of the marketing mix on the purchasing decisions of Bancassurance customers at Bank X. This research is quantitative by distributing questionnaires to 70 Bancassurance Customers of Bank X. This study uses the method Partial Least Square (PLS) with Smart-PLS 3.0 program. The results of data analysis show that: Product has a significant effect on purchasing decisions for Bancassurance Bank X customers, Promotion has a significant effect on purchasing decisions for Bancassurance Bank X customers, Physical Evidence has a significant effect on purchasing decisions for Bancassurance Bank X customers, while Price has no significant effect on decisions. purchases on Bancassurance Bank X customers, place has no significant effect on purchasing decisions on Bancassurance Bank X customers, promotion has no significant effect on purchasing decisions on Bancassurance Bank X customers, people have no significant effect on purchasing decisions on Bancassurance Bank X customers, process has no significant effect on the purchase decision of the Bancassurance Bank X Customer. Keywords: Marketing Mix, Purchase Decision, Bancassurance

Item Type:	Thesis (Tesis)
Additional Information:	[No. Panggil : 1910121025] [Pembimbing II : Miguna Astuti] [Pembimbing I : Alfatih S. Manggabarani] [Ketua Penguji : Prasetyo Hadi]
Uncontrolled Keywords:	Keywords: Marketing Mix, Purchase Decision, Bancassurance
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User:	Yeni Mufaozah
Date Deposited:	16 Feb 2023 03:19
Last Modified:	01 Mar 2023 03:31
URI:	http://repository.upnvj.ac.id/id/eprint/19524

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