@article{eprints19451,
           month = {Januari},
           title = {THE INFLUENCE OF SHARIAH MARKETING STRATEGIC
IMPLEMENTATION ON THE SAVING DECISION OF THE
MUAMALAT BANK CUSTOMERS IN BANDAR LAMPUNG BRANCH},
          author = {Aniesa Samira Bafadhal  NN},
            year = {2012},
         journal = {Digital Library},
             url = {http://digilib.unila.ac.id/19451/},
        abstract = {The Shariah Marketing is a business strategic which directs the process of
creation, supply and a changes of value from an initiator to the stakeholders,
which in the overall process was accordance to the covenant and the principles of
muamalah (business) in Islam. One of the alternative that allows the shariah
financial institutions in an effort to increase the sum of their customers (market
share) with a Shari'a marketing strategic implementation in the marketing mix
variables of service which including product, price, promotion, location, people,
physical facilities and processes. A marketing mix of service was a component
that can be controlled by the company to influence the customer's saving decision.
This research use an explanatory research type with a quantitative approach. The
aims of this study for testing the influence of both partially and simultaneously
from the implementation of Shariah in the marketing strategic of products, price,
promotion, location, people, physical facilities and the process of saving made by
the costumers. Population of this research is the customer of Shar-E product,
which issued by Muamalat Bank, especially Bandar Lampung branch. The sample
in this research was taken by using an accidental sampling. Number of sample
respondents was 80 customers. The tools of the analysis which used in this
research is a classic assumptions regression analysis and multiple linear regression
analysis, with the assumptions and significance tested then.
The test results, showed that the implementation of Shariah in the marketing
strategic of products, price, promotion, location, people, physical facilities and
processes simultaneously have a significant influence on the customer's decision
to saving. Partially, promotion, physical facilities and processes doesn?t affect the
customer's decision to saving. Therefore, the final conclusion that the product,
price, location and the peoples influence on customer decisions for saving at
Muamalat Bank, for Bandar Lampung Branch.
Keyword: Shariah Marketing, marketing mix of services, saving decisions.}
}