ANALISIS PENGARUH 7P TERHADAP KEPUTUSAN MEMILIH OLEH NASABAH BCA DI SURABAYA

Abstract

Aimed of this study to determine the influence of 7P (product , price, promotion , place , people , physical evidence and process) towards the decision making from BCA customers in Surabaya. The characteristic sample used in this study are aged 18-40 and living in Surabaya and is an active customers during the last 6 months in BCA. The total number of respondents is 120 respondents. The data in this study is processing and analyzing by using Structural Equation Modeling (SEM) with AMOS 16.0 as the software to process the data. The analysis showed that 7P (product, price, promotion, place, people, physical evidence and process) have a positive influence on the decision making from BCA customers in Surabaya. The empirical findings indicate that the 4 most dominant variable among others, is price with a regression coefficient of 0.27, people with a regression coefficient of 0.23, the physical evidence with regression coefficients of 0.27 and a process with a regression coefficient of 0.26 , product for quite influential variables where the coefficients of the product is equal to 0.20, in addition to promotion of variables and variable place has a regression coefficient of 0.15 and 0.05.