PENGARUH PERBEDAAN INDIVIDU, LINGKUNGAN SOSIAL BUDAYA DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN MENJADI NASABAH (Survei Kepada Pengusaha Yang Menjadi Nasabah Taplus Di Bank BNI Kantor Cabang Sumedang)

Medianto Thamrin; Yudi Wahyudin Suwandi

Medianto Thamrin Sekolah Tinggi Ilmu Ekonomi Ekuitas
Yudi Wahyudin Suwandi STIE EKUITAS

Keywords: Decision to Become a Customer, Individual Differences, Marketing Mix, Socio-Cultural Environment

Abstract

This study intended to determine and analyze how big the influence of Individual Differences, Socio-Cultural Environment through the Marketing Mix on the Decision to Become a BNI Taplus Customer at Branch Office Bank BNI Sumedang. The research method used in this research is descriptive and verification. Based on the data obtained with a sample of 118 people. Sampling was carried out in this study using non-probability sampling technique, the sampling method was carried out by purposive sampling method. Analysis data was carried out with SPSS 2.2. In this study, using the measurement technique of hypothesis testing.

The results of the study show that consumer perceptions of the individual differences variable overall dimensions belong to the Agree criteria, the Socio-Cultural Environment belongs to the Agree criteria, the Marketing Mix to the Good criteria and Purchase Decisions to the high criteria. Variables Individual Differences have a significant effect on the Marketing Mix, the Socio-Cultural Environment has a significant influence on the Marketing Mix, the Marketing Mix has a significant effect on Purchase Decisions, Individual Differences, the Socio-Cultural Environment, and the Marketing Mix together have a significant influence on the decision to become a customer of Tabungan Plus Branch office BNI Sumedang.

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