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The Effect of Marketing Mix on Decision to Become Customers of Bank Pembangunan Daerah (BPD) NTT Kupang

Authors
Ronald P. C. Fanggidae, Antonio E. L. Nyoko, Jessica W. Laiskodat
Corresponding Author
Ronald P. C. Fanggidae
Available Online 14 December 2020.
DOI
10.2991/aebmr.k.201212.064How to use a DOI?
Keywords
Decision to Become a Customer, Product, Price, Location, Promotion, Process, People, Physical Evidence
Abstract

The purpose of this study was to determine the effect of the Product, Price, Location, Promotion, Processes, People, and Physical Evidence on the decision to become a customer at Bank Pembangunan Daerah (BPD) NTT in Kupang City. The approach used by researchers is a quantitative approach. The sample in this study were 100 respondents. The analysis technique used is the instrument test, classic assumption test, multiple regression test, coefficient of determination test, t test and f test. Determination coefficient test results show that the Adjusted R Square coefficient of 0.088 means that the product, price, location, promotion, process, people, and physical evidence affect 8.8% the decision to become a customer, while the remaining 91.2% influenced by other variables which are not explained in this study. The result of research obtained Price and People partially influence the decision to become a customer at Bank Pembangunan Daerah (BPD) NTT Kupang City, while the Product, Location, Promotion, Process and Physical Evidence variables do not affect significantly to the decision to become a customer at Bank Pembangunan Daerah (BPD) NTT Kupang City. The results of simultaneous testing of Product, Price, Location, Promotions, Processes, People, and Physical Evidence affect the decision to become a customer at Bank Pembangunan Daerah (BPD) NTT Kupang City.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
14 December 2020
ISBN
978-94-6239-297-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201212.064How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Ronald P. C. Fanggidae
AU  - Antonio E. L. Nyoko
AU  - Jessica W. Laiskodat
PY  - 2020
DA  - 2020/12/14
TI  - The Effect of Marketing Mix on Decision to Become Customers of Bank Pembangunan Daerah (BPD) NTT Kupang
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 454
EP  - 461
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.064
DO  - 10.2991/aebmr.k.201212.064
ID  - Fanggidae2020
ER  -