THE EFFECT OF PROMOTION MIX ON CUSTOMERS' INTEREST (THE CASE OF HOUSE OWNERSHIP CREDIT IN ISLAMIC BANKING MUAMALAT, INDONESIA)

Abstract

This study aims to determine the effect of promotion mix on customers’ interest in applying house ownership credit Islamic banking Muamalat. The research method used is quantitative with multiple linear regression method through the application of the Statistical Package for Social Science (SPSS). The population in this study is IB Muamalat KPR customers. The research sample was 50 respondents using saturated sampling technique. The results showed that advertising and personal selling had a positive and significant effect on customer interest. While the sales promotion and publicity variables have no effect on customer interest.