The Effect of the Marketing Mix on Customer Decisions in Increasing Financing at PT. Manado Multifinance Desire

Abstract

The role of marketing in the business world demands to support the progress of business ventures. The success and progress or decline of a business activity is largely determined by the success of business marketing that is directly related to the community (customers). PT. Hasjrat Multifinance is a company that provides and facilitates and serves the needs and interests of customers in obtaining the desired goods. This research was conducted with the aim of examining the Effect of the Marketing Mix on Customer Decisions in Increasing Financing at PT. Manado Multifinance Desires. This research was conducted at PT. Hasjrat Multifinance Manado with the number of respondents 99 customers. The technique used in collecting data is by distributing questionnaires. This research is a type of quantitative research using analytical methods, namely validity testing, reliability testing, classical assumptions, and multiple linear regression using the SPSS 25 application. The results show that simultaneously marketing mix factors have a positive and significant influence on customer decisions at PT. Multifinance Desire. Partially each of the variables Place, Promotion, and Process have a positive and significant effect, while the variables Product, Price, People, Physical Evidence have a positive but not significant effect. Multifinance Desire. Partially each of the variables Place, Promotion, and Process have a positive and significant effect, while the variables Product, Price, People, Physical Evidence have a positive but not significant effect. Multifinance Desire. Partially each of the variables Place, Promotion, and Process have a positive and significant effect, while the variables Product, Price, People, Physical Evidence have a positive but not significant effect.