Analisis Bauran Pemasaran yang Mempengaruhi Keputusan Debitur Menggunakan Kredit Umum Pedesaan pada PT Bank Rakyat Indonesia (Persero), Tbk Unit Setia Budi Medan

Abstract

This research aims to identify and analyze the respondents' perception of the marketing mix (product, price, location, promotion, people, process, and customer service) and decision using of Kredit Umum Pedesaan in BRI Unit Setia Budi Medan. And also to determine the correlation of the marketing mix and decisions using of Kredit Umum Pedesaan in BRI Unit Setia Budi Medan. The analytical method used is descriptive analysis with a quantitative approach that consists of multiple correlation (R), Adjusted R-Square, F-test and probability of error. Tests carried out using SPSS for windows version 18,00. The data used are primary and secondary data. Data collection techniques used were interviews and questionnaires and used 50 respondents as the sample. The results of this research showed that the majority of respondents gave a positive response to the marketing mix (product, price, place, promotion, people, processes and customer service) that they feel at BRI Unit Setia Budi Medan. Also, respondents felt that the decision of using Kredit Umum Pedesaan in BRI Unit Setia Budi Medan was right. Simultaneously variable product, price, place, promotion, people, processes and customer service has a significant correlation to the customer's decision to using decision of using Kredit Umum Pedesaan in BRI Unit Setia Budi Medan. It can be seen from the results of the F test with a value of 36.991 with a significant value of 0.000 <0.05.