Analysis the Effect of Marketing Mix on the Increase in the Number of Customers Pegadaian Gold Savings
Komang Endrawan Sumadi Putra (a*), Gede Wira Kusuma (b)

Universitas Pendidikan Ganesha

Abstract

This study is useful for analyzing the effectiveness of the role of the marketing mix that has been carried out by the Singaraja Branch Pegadaian in increasing the number of gold savings customers. This was done because until the end of 2019 the number of Pegadaian gold savings customers had only reached 2.15% of the total population of Buleleng District. The marketing mix variables studied include product, place, promotion, process price, people and physical facilities. The sampling method in this study using accidental sampling of 100 samples, with data collection techniques through documentation and questionnaires. Based on the results of the t test through the calculation of SPSS, it can be seen that each independent variable has a t value that is greater than the t table and a sig value that is smaller than 0.05 so that partially the marketing mix variable has a positive and significant effect on increasing the number of customers Pegadaian gold saving. Judging from the results of the F test of 89,087, it can be seen that the seven marketing mix variables simultaneously have a positive and significant effect on the increase in the number of Pegadaian gold savings customers.

Keywords: Marketing Mix, Number of Customers

Topic: Course Management