Product, Price, Place, Promotion, People, Process


Marketing is one of the main activities for companies to maintain the company's existence in order to develop and gain profits. This research aims to determine the influence of the service marketing mix (product, price, location, promotion, process, people and physical evidence) on customers' decisions to save at BPR Gemilang Tembilahan. This research used a sample of 100 respondents. Data collection was carried out using a survey method through questionnaires filled out by respondents. Then the data was analyzed using multiple regression analysis via the SPSS program. From the results of the analysis, the regression equation Y is obtained:1.243+0.051.X1+0.25X2+0.36.X3+193.X4+77.X5+137.X6+215.X7+e. it can be concluded that, Product (X1) Price (X2) Place (X3) Promotion (X4) People (X5) Physical Evidence (X6) Physical Evidence (X7) has a correlation index of 80.0%. This means the relationship is very strong. Tog­ether the variables Product (X1) Price (X2) Place (X3) Promotion (X4) People (X5) Physical Evidence (X6) Process (X7) with a determination index value of 60.8%, while the remaining 40.2% influenced by other variables.


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How to Cite

NUR, N. (2023). EFFECT OF MARKETING MIX (7P) REGARDING CUSTOMERS’ SAVING DECISIONS. JUMPE (JURNAL MANAJEMEN PEMASARAN), 1(1), 37–49. Retrieved from http://ingreat.id/index.php/jumpe/article/view/78