Analysis of the Effect of Marketing Mix on Customer Decisions to Have Savings of the People at Bank Muamalat Indonesia Medan Branch

Oct 13, 2025 by talynt.org 108 views

Analysis of the Effect of Marketing Mix on Customer Decisions to Have Savings of the People at Bank Muamalat Indonesia Medan Branch

Introduction

Since the enactment of Law No.10/1998 concerning Sharia Banking, Bank Muamalat Indonesia (BMI) has a great opportunity to expand its business halal and beneficial to the community. However, the Ummat Savings product has not received a broad welcome from the community. This can be seen from the small market share compared to conventional banks. BMI also faces challenges in maintaining the quality of financing, providing competitive yields, and competing with other banks. The limitations of the sharia bank office network, high conventional bank interest rates, as well as low quality human resources, including understanding of Islamic banks and fiqh muamalah which are lacking, become an obstacle faced by BMI. Therefore, the Medan Branch BMI must apply the marketing mix (marketing mix) to attract public interest in the Savings of the Ummah.

The Importance of Marketing Mix in Attracting Customers

The marketing mix is a crucial element in attracting customers and increasing market share. It consists of seven elements: products, prices, promotions, locations, people, processes, and services (customer service). Each element plays a significant role in influencing customer decisions. In the context of the Ummat Savings product, the marketing mix is essential in attracting customers and increasing market share.

Research Methods

This study uses the Explanatory method supported by the survey method, with a quantitative descriptive approach. Primary data are collected through interviews, questionnaires, and documentation studies. The number of respondents in this study was 97 people. Hypothesis testing is carried out using multiple linear regression analysis, assisted by SPSS software version 12.0. The F test, T test, and R2 are used to determine the effect of independent variables on the dependent variable at the confidence level (confidence interval) of 95% or α = 5%.

Research Results

The results showed that there was a significant influence between the marketing mix on the decision to save. Partially, products, prices, locations, people, and services have a significant influence on customer decisions. The most dominant variable influence is Price (profit sharing) (93.0%) and Service (89.6%). Meanwhile, the promotion and process variables have no significant effect on the customer's decision to save at the Medan Branch BMI.

Analysis and Implications

Dominant Effect of Price (profit sharing)

The results showed that profit sharing is the main factor that encourages customers to choose the Savings of the Ummah in BMI. This indicates that customers are very concerned about the level of profit offered by the Ummah Savings product. BMI must maintain and even increase the level of competitive profit sharing to attract new customers and maintain existing customers.

The Importance of Service

Good service is an important factor in customer decisions. This shows that customers want a positive experience in interacting with BMI. BMI needs to improve the quality of its services, ranging from staff hospitality, process speed, to solving customer problems quickly and precisely.

The Role of Promotion and Process

Promotion and transaction process, although it does not have a significant influence in this study, is still important. BMI needs to consider a more effective promotion strategy to increase public awareness of the Ummah Savings products. In addition, BMI needs to improve the efficiency and ease of the transaction process to provide more positive experience to customers.

Conclusion

This study shows that the marketing mix, especially prices (profit sharing) and service, have a significant influence on customer decisions to choose the Savings of the Ummah in the Medan Branch BMI. BMI needs to focus on strategies that increase the level of competitive profit sharing and improve service quality to attract customers and expand the market share of the Ummah Savings. BMI also needs to consider more effective promotional strategies and efficiency of the transaction process to strengthen the position of the product in the market.

Recommendation

BMI needs to improve marketing strategies that focus on increasing competitive profit sharing and better service quality.
BMI needs to develop a more effective promotion strategy to increase public awareness of the Savings of the Ummah.
BMI needs to consider simplifying transaction processes and the use of technology to improve customer efficiency and experience.

With a focus on these aspects, BMI can increase the attractiveness of the Ummah savings and gain public trust to make this product the first choice in investing in sharia.

Limitations of the Study

This study has several limitations. Firstly, the study only focuses on the Medan Branch BMI, which may not be representative of other branches. Secondly, the study only uses a quantitative approach, which may not capture the nuances of customer decisions. Finally, the study only examines the marketing mix, which may not be the only factor influencing customer decisions.

Future Research Directions

Future research can build on this study by examining the marketing mix in other branches of BMI. Additionally, future research can use a mixed-methods approach to capture the nuances of customer decisions. Finally, future research can examine other factors that influence customer decisions, such as customer demographics and psychographics.

Conclusion

In conclusion, this study shows that the marketing mix, especially prices (profit sharing) and service, have a significant influence on customer decisions to choose the Savings of the Ummah in the Medan Branch BMI. BMI needs to focus on strategies that increase the level of competitive profit sharing and improve service quality to attract customers and expand the market share of the Ummah Savings. With a focus on these aspects, BMI can increase the attractiveness of the Ummah savings and gain public trust to make this product the first choice in investing in sharia.
Q&A: Analysis of the Effect of Marketing Mix on Customer Decisions to Have Savings of the People at Bank Muamalat Indonesia Medan Branch

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of marketing mix on customer decisions to have savings of the people at Bank Muamalat Indonesia Medan Branch.

Q: What is the marketing mix?

A: The marketing mix is a crucial element in attracting customers and increasing market share. It consists of seven elements: products, prices, promotions, locations, people, processes, and services (customer service).

Q: What are the key findings of this study?

A: The key findings of this study are that the marketing mix, especially prices (profit sharing) and service, have a significant influence on customer decisions to choose the Savings of the Ummah in the Medan Branch BMI.

Q: What is the dominant effect of price (profit sharing) on customer decisions?

A: The results showed that profit sharing is the main factor that encourages customers to choose the Savings of the Ummah in BMI. This indicates that customers are very concerned about the level of profit offered by the Ummah Savings product.

Q: What is the importance of service in customer decisions?

A: Good service is an important factor in customer decisions. This shows that customers want a positive experience in interacting with BMI. BMI needs to improve the quality of its services, ranging from staff hospitality, process speed, to solving customer problems quickly and precisely.

Q: What is the role of promotion and process in customer decisions?

A: Promotion and transaction process, although it does not have a significant influence in this study, is still important. BMI needs to consider a more effective promotion strategy to increase public awareness of the Ummah Savings products. In addition, BMI needs to improve the efficiency and ease of the transaction process to provide more positive experience to customers.

Q: What are the recommendations for Bank Muamalat Indonesia to improve customer decisions?

A: The recommendations for BMI are to improve marketing strategies that focus on increasing competitive profit sharing and better service quality. BMI also needs to develop a more effective promotion strategy to increase public awareness of the Savings of the Ummah and consider simplifying transaction processes and the use of technology to improve customer efficiency and experience.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study only focuses on the Medan Branch BMI, which may not be representative of other branches. Secondly, the study only uses a quantitative approach, which may not capture the nuances of customer decisions. Finally, the study only examines the marketing mix, which may not be the only factor influencing customer decisions.

Q: What are the future research directions?

A: Future research can build on this study by examining the marketing mix in other branches of BMI. Additionally, future research can use a mixed-methods approach to capture the nuances of customer decisions. Finally, future research can examine other factors that influence customer decisions, such as customer demographics and psychographics.

Q: What are the implications of this study for Bank Muamalat Indonesia?

A: The implications of this study for BMI are that it needs to focus on strategies that increase the level of competitive profit sharing and improve service quality to attract customers and expand the market share of the Ummah Savings. With a focus on these aspects, BMI can increase the attractiveness of the Ummah savings and gain public trust to make this product the first choice in investing in sharia.