Increasing Customer's Saving Interest Through the Marketing Mix
Abstract
This research is motivated by the rapid development of Islamic banks in each region. This research is motivated by the rapid development of Islamic banks in each region. Semarang is one of the areas where Islamic banks are developing. This study aims to determine the effect of the marketing mix on saving interest with religiosity as a moderating variable (case study at BRI Syariah KC Semarang). This study uses quantitative methods and data collection is done through a questionnaire. Samples were taken as many as 100 respondents with purposive sampling technique. The data obtained were then processed using the IBM SPSS 25 tool. This analysis includes validity tests, reliability tests, statistical tests, classical assumption tests and Moderated Regression Analysis (MRA) tests. Based on the results of the T-test which showed that the product, religiosity and promotion variables had a positive and significant effect on saving interest. Meanwhile, price and location have a negative and significant effect on interest in saving. The variable of religiosity moderating product, price, location has a positive and significant effect on interest in saving. Religiosity moderating promotion has a negative and significant effect on interest in saving.
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