THE EFFECT OF PROMOTION MIX ON CUSTOMERS' INTEREST (THE CASE OF HOUSE OWNERSHIP CREDIT IN ISLAMIC BANKING MUAMALAT, INDONESIA)

  • Nuning Nurna Dewi Maarif Hasyim Latif University, Sidoarjo
  • Achmad Fathoni Rodly Maarif Hasyim Latif University, Sidoarjo
  • Afaful Ummah Maarif Hasyim Latif University, Sidoarjo
  • Ahmad Anas Muhammadiyah University, Surabaya
Keywords: promotion mix, bank, customers, linear regression

Abstract

This study aims to determine the effect of promotion mix on customers’ interest in applying house ownership credit Islamic banking Muamalat. The research method used is quantitative with multiple linear regression method through the application of the Statistical Package for Social Science (SPSS). The population in this study is IB Muamalat KPR customers. The research sample was 50 respondents using saturated sampling technique. The results showed that advertising and personal selling had a positive and significant effect on customer interest. While the sales promotion and publicity variables have no effect on customer interest.

Author Biographies

Nuning Nurna Dewi, Maarif Hasyim Latif University, Sidoarjo

Dr. MM.,Lecturer, Faculty of Economy and Business, Maarif Hasyim Latif University, Sidoarjo, Indonesia

Research interests: human resource management, general management

Achmad Fathoni Rodly, Maarif Hasyim Latif University, Sidoarjo

Dr. M.Pd.,Lecturer, Faculty of Economy and Business, Maarif Hasyim Latif University, Sidoarjo, Indonesia

Research interests: economics, general management

Afaful Ummah, Maarif Hasyim Latif University, Sidoarjo

ME.,Lecturer, Faculty of Economyand Business, Maarif Hasyim Latif University, Sidoarjo, Indonesia

Research interests: sharia economics, general management

Ahmad Anas, Muhammadiyah University, Surabaya

Lc., ME.,Lecturer, Faculty of Islamic Studies, Muhammadiyah University, Surabaya, Indonesia

Research interests: sharia economics, Islamic Studies

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Published
2022-05-30
How to Cite
Dewi, N., Rodly, A., Ummah, A., & Anas, A. (2022). THE EFFECT OF PROMOTION MIX ON CUSTOMERS’ INTEREST (THE CASE OF HOUSE OWNERSHIP CREDIT IN ISLAMIC BANKING MUAMALAT, INDONESIA). The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3(34), 132-139. https://doi.org/10.35678/2539-5645.3(34).2022.132-139