Pengaruh Bauran Pemasaran terhadap Loyaitas Nasabah Bank BJB Syariah Tasikmalaya

Abstract

This research aims to find out the effect of sharia bank marketing mix on customer loyalty at Bank BJB Syariah KCP Ciawi Tasikmalaya with variables consisting of products, prices, promotions, and places. The research used primary data and skunder data obtained through the dissemination of questionnaires to customers of Bank BJB Syariah. The data is analyzed using a determination coefficient. The results showed that simultaneously the marketing mix of Sharia banks (products, prices, promotions and places) influenced the increasing customer loyalty of Bank BJB Syariah KCP Ciawi Tasikmalaya with a value of Ftung 18,935. From the results of the test t concluded that variable prices, promotions and places have a positive and significant effect in increasing customer loyalty, while the product has no significant effect. This is evidenced based on a partial calculation of thitung products 1,280, thitung price 2,391, thitung promotion 2,131, thitung place 2,409. Hypothetical test results show that between variable X (marketing mix) and variable Y (customer loyalty). Coefficient determination with R Square value of 0.444 means the variable marketing mix of sharia bank has an effect of 44.4%.. This shows that the marketing mix of Sharia banks with customer loyalty has a significant influence.