E ISSN: 2583-049X

International Journal of Advanced Multidisciplinary Research and Studies

Volume 3, Issue 3, 2023

Product Line Analysis, Price, and Promotion: Bank Customer Decision Making in Jakarta on taking Consumptive Loans

Author(s): Aprilliantoni


The purpose of this study was to determine the effect of product lines, prices, and promotions on customer decisions in taking consumer credit facilities in Jakarta banking. Because many factors cause the achievement or failure of a marketing target. A consumer's purchase decision or in this case a customer's decision to take a consumptive credit facility is influenced by product lines, prices, and promotions.

The research design used is the correlation method, correlational research is research that aims to determine whether there is an association between two or more variables, and how far the correlation exists between the variables studied. Then the number of samples in this study were 100 respondents who were consumer credit customers of Banking in Jakarta, which were obtained by distributing a list of statements or questionnaires to obtain information directly from respondents as research objects. The analytical method used in this research is quantitative method, where this method tries to process data into information in the form of numbers. For data processing in this study, SPSS is used. In this study, the hypothesis being tested is related to the influence of the independent variable on the dependent variable. H0 is a hypothesis that shows no effect and HA is a hypothesis for the research conducted.

Keywords: Consumer Credit, Price, Promotion, Product Line

Pages: 369-375

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