The Influence of Marketing Mix on Customer Interest in Saving at Sharia Bank Tabungan Negara (BTN) Branch Pekanbaru

Abstract

In this study, the phenomenon that occurred was that Sharia Bank BTN had already conducted marketing through social media to enhance promotion, but many still did not recognize the products of Sharia Bank BTN, resulting in a lack of interest in saving at the bank. The purpose of this study was to determine the influence of marketing mix on customer interest in saving at Sharia Bank Tabungan Negara (BTN) Pekanbaru Branch. This research used a quantitative method, with a sample of 381 respondents. This study employed a simple linear regression test, with the calculation process using SPSS 25. The results of the T-test showed a significant influence of marketing mix on customer interest in saving at Sharia BTN of Pekanbaru Branch, indicated by T value of 17.670 > T table of 1.96 with a significance of 0.000 < 0.05, meaning the more frequent the marketing mix was conducted, the higher the customer interest in saving at Sharia Bank BTN. The correlation coefficient result of 0.672 showed a fairly strong relationship between the two variables. The determination coefficient result of 0.452 meant that the marketing mix variable influenced the saving interest variable by 45.2%, while the remaining 54.8% was influenced by other variables not included in this study.