Marketing Mix on People’s Business Credit Guarantee Service

Aji Prawibowo Mukti, Mahrinasari MS, Dorothy Rouly H.P.

This study aims to analyze the effect of the marketing mix, measured by product, price, location, promotion, people, facility and process, on purchase decision of people’s business credit (“Kredit Usaha Rakyat”) guarantee service of Jamkrindo company. To address this objective, this study applied a causal research design by distributing questionnaires and interviewing to 185 respondents. 185 usable data was analyzed by multiple regression analysis. The results show that the marketing mix variable consisting of location and promotion has no significant effect, while the product, price, employee, infrastructure, and process variables have a positive significant effect on the purchase decision of the business credit guarantee service of Jamkrindo company. This result has implications for company managers to redesign people's business credit guarantee services, especially on aspects of the service quality that are easy to contact, and the ease and speed in the process of registration and claim disbursement.

Volume 12 | Issue 2

Pages: 3222-3229

DOI: 10.5373/JARDCS/V12I2/S20201444