The Effect of Marketing Mix On “KPR Xtra Bebas” Decision Making in Bank X Regional I
Article Sidebar
Published
28 February 2019
Keywords:
-
marketing mix, mortgage product, partial least square analysis, purchase decision
Abstract
The rapid growth of mortgages affected Bank X to launch product innovation "KPR Xtra Bebas." Realization since the establishment of KPR Xtra Bebas product did not reach the target desired by management. This study aims to analyze factors that influence consumer decision by using KPR Xtra Bebas products in order to do useful and efficient marketing. Sampling procedure used purposive sampling technique as one of the non-probability sampling techniques, namely sampling based on categories that have used the product. Data used are primary data by filling out the questionnaire conducted by the respondents themselves (self-administered survey). This study used the Partial Least Square (PLS) to analyze results from 94 samples. Results of the study identified the variables of price, place, promotion, and the process did not have a significant influence. While product, human resources, and physical evidence have a significant influence. Managerial implications that are generated are for variables that do not have a significant effect evaluation is needed to determine the appropriate strategy. Companies can build customer databases by implementing cross-selling so that promotional variables can function effectively.
References
Arpan, K.K. (2010). Pengertian 7 Ps of services marketing. Retrieved from http://download.portalgaruda.org/article.
Chin, W,W. (1998). Partial least square is to LISREL as principal components analysis is to common factor analysis. New York, US: Technology studies.
Engel, J., Blackwell, R.D., Miniard, P.W. (1995). Consumer behavior. 8th ed. Chicago, US: The Dryden Press.
Ghozali, I. (2008). Structural equation model: Metode alternatif dengan partial least square (PLS) Ed. 2. Semarang, ID: Universitas Diponegoro Press.
Hair, J., Bill, B., Bary, J.B., Rudolph, A.E., Rudolp, L.T. (2006). Multivariate data analysis. 6th ed. New Jersey (US): Pearson Prentice Hall.
Hartono, J.M. (2008). Pedoman survey kuesioner : Mengembangkan kuesioner, mengatasi bias dan meningkatkan respon. Yogyakarta,ID: Andi Offset.
Mudrajad, K. (2003). Metode riset untuk bisnis dan ekonomi. Jakarta (ID): Erlangga.
Mustafa, I. (2012). The effect of the central bank lending rate on consumer loan interest rates: an empirical investigation. The Journal of Faculty of Economics and Administrative Sciences 17 (3), 467-474.
Nasution, M.E., Usman, H.M. (2008). Proses penelitian kuantitatif. Jakarta, ID: Fakultas Ekonomi Universitas Indonesia.
Nguyen, T.N., Phan, T.T., Anh, V.P. (2015). The impact of marketing mix elements on food buying behavior. International Journal of Business and Management 10,(10), 206-215.
Nugraheni, A. (2013). Pengaruh bauran promosi terhadap keputusan pengambilan di Rita Pasaraya Wonosobo (thesis). Purworejo, ID: Universitas Muhammadiyah Purworejo.
Putra, P.P. (2017). Analisis pengaruh kualitas layanan, promosi, harga, citra perusahaan dan produk terhadap keputusan pembelian produk asuransi kendaraan bermotor di Wilayah DKI (thesis). Yogyakarta, ID: Universitas Gadjah Mada.
Arthur, Asmara, & Simanjuntak / Journal of Consumer Sciences, 2019, Vol. 04, No. 01
11
Rachmawati, R. (2011). Peranan bauran pemasaran (marketing mix) terhadap peningkatan penjualan (sebuah kajian terhadap bisnis restoran). Jurnal Kompetensi Teknik, 2 (2), 143-150.
Ramadhan, S. (2016). The influence of product mix and promotion mix on purchasing decisions of chocodot. E-Proceeding of Applied Science, 2(2), 458-468.
Ruslan, R. (1999). Manajemen Humas dan Manajemen Komunikasi. Jakarta, ID: PT Raja Grafindo Persada.
Sanja, B. (2017). Expert pricing system as part of marketing mix (dissertation). Bosnia and Herzegovina, BA: University of Mostar.
Sekaran, U. (2003). Metodologi penelitian untuk bisnis. Jakarta, ID: Salemba 4.
Setiawati, H., Hartoyo., Simanjuntak, M. (2018). Analysis on intention of purchasing organic foods by the undergraduate students of IPB using the theory of planned behavior approach. Jurnal Manajemen dan Agribisnis, 15(2), 198-207. http://dx.doi.org/10.17358/jma.15.2.198.
Sibut. (2016). Pengaruh bauran pemasaran terhadap keputusan pembelian ulang konsumen minimarket alfamart di Surabaya. Jurnal Ilmu dan Riset Manajemen, 5(1), 1-23.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. Journal of Business and Management (IOSRJBM), 3(6), 40-45.
Solomon, M. (2013). Consumer Behavior. England, US: Pearson Education Limited.
Sriwijayani, T.N. (2008). Pengaruh bauran pemasaran terhadap keputusan konsumen memiliki kartu kredit BRI (thesis). Surakarta, ID: Universitas Sebelas Maret Surakarta.
Steven, W. (2012). Consumer decision making for residential mortgages. Hawai International Conference on System Sciences, 424-1433.
Stephanie, M.T., Eesha, S. (2017). Context-dependent drivers of discretionary debt decisions: explaining willingness to borrow for experiential purchases. Journal of Consumer Research Inc 44(5), 960-973.
Suherman, A. (2006). The effect of marketing mix on participant satisfaction of the binus center training center (thesis). Jakarta, ID: Binus University.
Sumarwan, U., Djunaidi, A., Aviliani, Singgih, H.C.R., Sayono, J.A., Budidarmo, R.R., Rambe, S. (2009). Pemasaran strategik. Jakarta, ID: Inti Prima Promosindo.
Sutiyoso, S. (2018). Evaluasi strategi PT. Asuransi Cigna Indonesia dalam menghadapi persaingan di industri asuransi jiwa Indonesia (thesis). Yogyakarta, ID: Universitas Gadjah Mada.
Supaartagorn, C. (2017). Marketing mix factors toward decision making in the purchasing goods and services via facebook: in the case of muang district, Thailand. International Journal of Management and Applied Science, 3(2), 50-54.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta,ID: PT.Andi Offset.
Utama, J.N., Jawas, A. (2013). Faktor-faktor yang dipertimbangkan konsumen dalam keputusan pembelian laptop merek acer di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 2(2), 184-197.
Utami, A.B., Hamid, F.Z., Mawarta, O.S. (2015). Pengaruh harga, pendapatan dan lokasi terhadap keputusan pembelian rumah D’Kranji Residence tahap II Bekasi Barat. Jurnal Manajemen Bisnis, 12(2), 91-97.
Walangitan, R.J., Wantasen, E., Santa, N.M., Manese, M.A. (2017). Analysis of marketing mix’s factors on purchasing decision of UHT (Ultra High Temprature)
Arthur, Asmara, & Simanjuntak / Journal of Consumer Sciences, 2019, Vol. 04, No. 01
12
milk in hypermart Manado Town Square. Journal of Business and Management, 19(8), 64-70.
Zeithaml, V.A, Bitner, M.J. (2000). Services Marketing: Integrating customer focus across The firm second edition. New York, US: McGraw.
Chin, W,W. (1998). Partial least square is to LISREL as principal components analysis is to common factor analysis. New York, US: Technology studies.
Engel, J., Blackwell, R.D., Miniard, P.W. (1995). Consumer behavior. 8th ed. Chicago, US: The Dryden Press.
Ghozali, I. (2008). Structural equation model: Metode alternatif dengan partial least square (PLS) Ed. 2. Semarang, ID: Universitas Diponegoro Press.
Hair, J., Bill, B., Bary, J.B., Rudolph, A.E., Rudolp, L.T. (2006). Multivariate data analysis. 6th ed. New Jersey (US): Pearson Prentice Hall.
Hartono, J.M. (2008). Pedoman survey kuesioner : Mengembangkan kuesioner, mengatasi bias dan meningkatkan respon. Yogyakarta,ID: Andi Offset.
Mudrajad, K. (2003). Metode riset untuk bisnis dan ekonomi. Jakarta (ID): Erlangga.
Mustafa, I. (2012). The effect of the central bank lending rate on consumer loan interest rates: an empirical investigation. The Journal of Faculty of Economics and Administrative Sciences 17 (3), 467-474.
Nasution, M.E., Usman, H.M. (2008). Proses penelitian kuantitatif. Jakarta, ID: Fakultas Ekonomi Universitas Indonesia.
Nguyen, T.N., Phan, T.T., Anh, V.P. (2015). The impact of marketing mix elements on food buying behavior. International Journal of Business and Management 10,(10), 206-215.
Nugraheni, A. (2013). Pengaruh bauran promosi terhadap keputusan pengambilan di Rita Pasaraya Wonosobo (thesis). Purworejo, ID: Universitas Muhammadiyah Purworejo.
Putra, P.P. (2017). Analisis pengaruh kualitas layanan, promosi, harga, citra perusahaan dan produk terhadap keputusan pembelian produk asuransi kendaraan bermotor di Wilayah DKI (thesis). Yogyakarta, ID: Universitas Gadjah Mada.
Arthur, Asmara, & Simanjuntak / Journal of Consumer Sciences, 2019, Vol. 04, No. 01
11
Rachmawati, R. (2011). Peranan bauran pemasaran (marketing mix) terhadap peningkatan penjualan (sebuah kajian terhadap bisnis restoran). Jurnal Kompetensi Teknik, 2 (2), 143-150.
Ramadhan, S. (2016). The influence of product mix and promotion mix on purchasing decisions of chocodot. E-Proceeding of Applied Science, 2(2), 458-468.
Ruslan, R. (1999). Manajemen Humas dan Manajemen Komunikasi. Jakarta, ID: PT Raja Grafindo Persada.
Sanja, B. (2017). Expert pricing system as part of marketing mix (dissertation). Bosnia and Herzegovina, BA: University of Mostar.
Sekaran, U. (2003). Metodologi penelitian untuk bisnis. Jakarta, ID: Salemba 4.
Setiawati, H., Hartoyo., Simanjuntak, M. (2018). Analysis on intention of purchasing organic foods by the undergraduate students of IPB using the theory of planned behavior approach. Jurnal Manajemen dan Agribisnis, 15(2), 198-207. http://dx.doi.org/10.17358/jma.15.2.198.
Sibut. (2016). Pengaruh bauran pemasaran terhadap keputusan pembelian ulang konsumen minimarket alfamart di Surabaya. Jurnal Ilmu dan Riset Manajemen, 5(1), 1-23.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. Journal of Business and Management (IOSRJBM), 3(6), 40-45.
Solomon, M. (2013). Consumer Behavior. England, US: Pearson Education Limited.
Sriwijayani, T.N. (2008). Pengaruh bauran pemasaran terhadap keputusan konsumen memiliki kartu kredit BRI (thesis). Surakarta, ID: Universitas Sebelas Maret Surakarta.
Steven, W. (2012). Consumer decision making for residential mortgages. Hawai International Conference on System Sciences, 424-1433.
Stephanie, M.T., Eesha, S. (2017). Context-dependent drivers of discretionary debt decisions: explaining willingness to borrow for experiential purchases. Journal of Consumer Research Inc 44(5), 960-973.
Suherman, A. (2006). The effect of marketing mix on participant satisfaction of the binus center training center (thesis). Jakarta, ID: Binus University.
Sumarwan, U., Djunaidi, A., Aviliani, Singgih, H.C.R., Sayono, J.A., Budidarmo, R.R., Rambe, S. (2009). Pemasaran strategik. Jakarta, ID: Inti Prima Promosindo.
Sutiyoso, S. (2018). Evaluasi strategi PT. Asuransi Cigna Indonesia dalam menghadapi persaingan di industri asuransi jiwa Indonesia (thesis). Yogyakarta, ID: Universitas Gadjah Mada.
Supaartagorn, C. (2017). Marketing mix factors toward decision making in the purchasing goods and services via facebook: in the case of muang district, Thailand. International Journal of Management and Applied Science, 3(2), 50-54.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta,ID: PT.Andi Offset.
Utama, J.N., Jawas, A. (2013). Faktor-faktor yang dipertimbangkan konsumen dalam keputusan pembelian laptop merek acer di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 2(2), 184-197.
Utami, A.B., Hamid, F.Z., Mawarta, O.S. (2015). Pengaruh harga, pendapatan dan lokasi terhadap keputusan pembelian rumah D’Kranji Residence tahap II Bekasi Barat. Jurnal Manajemen Bisnis, 12(2), 91-97.
Walangitan, R.J., Wantasen, E., Santa, N.M., Manese, M.A. (2017). Analysis of marketing mix’s factors on purchasing decision of UHT (Ultra High Temprature)
Arthur, Asmara, & Simanjuntak / Journal of Consumer Sciences, 2019, Vol. 04, No. 01
12
milk in hypermart Manado Town Square. Journal of Business and Management, 19(8), 64-70.
Zeithaml, V.A, Bitner, M.J. (2000). Services Marketing: Integrating customer focus across The firm second edition. New York, US: McGraw.
Authors
ArthurK. M., AsmaraA., & SimanjuntakM. (2019). The Effect of Marketing Mix On “KPR Xtra Bebas” Decision Making in Bank X Regional I. Journal of Consumer Sciences, 4(1), 1-12. https://doi.org/10.29244/jcs.4.1.1-12
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
