PENGARUH BAURAN PEMASARAN DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN KONSUMEN MEMILIKI KARTU KREDIT BANK BRI DENGAN GAYA HIDUP SEBAGAI VARIABEL MODERATING

Authors

  • Mulfachriza Mulfachriza Program Magister Ilmu Manajemen, Universitas Malikussaleh Lhokseumawe, Indonesia
  • Naufal Bachri Program Magister Ilmu Manajemen, Universitas Malikussaleh Lhokseumawe, Indonesia
  • Sapna Biby Program Magister Ilmu Manajemen, Universitas Malikussaleh Lhokseumawe, Indonesia

DOI:

https://doi.org/10.29103/j-mind.v6i1.4878

Keywords:

Purchase decision, marketing mix, service quality dan life style

Abstract

This study is aimed to identify the influence of marketing mix and service quality to customers decision to have BRI credit card with life style as a variable moderating. The samples of this study are 150 of kredit cards holders at BRI Banda Aceh Regional Office. Structural Equation Modeling (SEM) with AMOS softaware was used to analyze the data. The results of the study indicate that marketing mix dan service quality has positive and significant influence on customers decision to have BRI credit card. Lifestyle could moderate each of marketing mix and service quality on customers decision to have BRI credit card.

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Published

2021-08-09

Issue

Vol. 6 No. 1 (2021): J-Mind Jurnal Manajemen Indonesia - Juni 2021

Section

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