PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN MENJADI NASABAH BANK SAMPAH BINA MANDIRI

Abstract

Bank Sampah Bina Mandiri which engages in the field of integrated waste management tries to run the marketing
mix strategy and to recruit people in Surabaya to become a customer at the Bank Sampah Bina Mandiri. The
purpose of this research is to find out the influence of service marketing which is mixed by product, price, place,
promotion, people, physical evidence, and the proceedings against the decision of a customer of Bank Sampah Bina
Mandiri and to identify the variables which give dominant influence. The population is all customers of Bank
Sampah Bina Mandiri. The samples are 80 collective customer and have been obtained by using purposive
sampling techniques. The method in this research is quantitative with survey method. The data analysis technique
has been done by using multiple linear regressions analysis. The result of the test shows that the six service
marketing mix variables which consist of product, price, place, promotion, people, and processes have positive and
significant influence to the decision to become a customer of Bank Sampah Bina Mandiri. Meanwhile physical
evidence variable has positive effect but not significant. Variable which give dominant influence is product.

Keywords: marketing mix, the decision to become customers, Bank Sampah Bina Mandiri (BSBM).