Pengaruh Bauran Pemasaran terhadap Kualitas Layanan dengan Keputusan Konsumen Memiliki Kartu Kredit sebagai Variabel Moderating (Studi pada Konsumen Bank BRI Kota Medan)

Abstract

The Marketing Mix is marketing elements that are interrelated, mixed and used by consumers appropriately so that the company can reach the target market effectively and satisfy the needs and desires of these consumers. Bank BRI must understand consumer problems and the factors that cause them so that they can maximize their efforts to attract consumers to make the decision to have a BRI Bank credit card. In this way, Bank BRI can observe consumer behavior regarding the credit card marketing mix that consumers will use. This research aims to find out how the marketing mix influences service quality and the consumer's decision to have a credit card among Bank BRI Medan City consumers. The influence of the marketing mix will be analyzed partially and simultaneously on service quality. The form of research used in this research is BRI Bank Credit Card Users in Medan City, with a sample of 103 respondents, with a sampling technique using purposive sampling. Primary data was obtained through distributing questionnaires directly and via Google Form, and secondary data was obtained through literature study. The analytical methods used are validity test, reliability test, classical assumption test, multiple linear regression, MRA (Moderating Regression Analysis) test, partial test, simultaneous test and determination test and processed via SPSS. The results of this research show that the Marketing Mix (X) has a significant positive effect on Service Quality, obtained from the t value of 14.822, where >1.983 with a significance level of 0.000 means <0.05. Then, the Marketing Mix variable (X) on Service Quality (Y) with Consumer Decisions (Z) also has a significant positive effect of 3.129 where >1.983 with a significance level of 0.002 means <0.05. The coefficient of determination test above shows that the Marketing Mix can explain Service Quality (Y) by 68.5%, while the remaining 31.5% is influenced by other variables outside the variables studied. On the other hand, the Marketing Mix on Service Quality is moderated by Consumer Decisions at 71.3%, while the remaining 27.7% is influenced by other variables outside the variables studied.