ANALISIS MARKETING MIX-P7 (PRODUCT, PRICE, PROMOTION, PLACE, PEOPLE, PHYSICAL EVIDENCE, AND PROCESS) TERHADAP KEPUTUSAN MASYARAKAT MEMILIH JASA BMT

This study aims to further examine the application of the marketing mix (MIX-P7) on people’s decisions to choose BMT services. This study used a quantitative approach using primary data and secondary data. The analytical tool used was multiple linear regression to test the hypothesis with the help of the SPSS application version 21. Data collection was carried out at BMT Bina Ihsanul Fikri Yogyakarta Bugisan Branch. The type of research carried out was field research to obtain data by means of field surveys to customers from BMT Bina Ihsanul Fikri Yogyakarta Bugisan Branch of the factors that influence people’s decisions on BMT services. Based on the results of the research, product, promotion, process, and location variables have a positive and significant impact on people’s decisions to choose BMT BIF services. The null hypothesis, which states that product, promotion, process, and location variables have an influence on people’s decisions in choosing BMT BIF services, is accepted because it has been supported by research results. Price and evidence variables have a positive but not significant effect on people’s decisions to choose BMT BIF services. The null hypothesis, which states that the price and evidence variables have an influence on people’s decisions in choosing BMT BIF services, is rejected because it has been supported by research results. The variable of people has a negative but not significant effect on people’s decisions to choose BMT BIF services. The null hypothesis, which states that the people variable has an influence on people’s decisions in choosing BMT BIF services, is rejected because it has been supported by research results.