The Influence of Marketing Mix And Customer Relationship Management on Customer Decisions to Choose Mitraguna Berkah Financing
Popon Srisusilawati(a)*, Nanik Eprianti(b),Intan Manggala Wijayanti(b). Fahira Febriana Ayuni Destari(b)

Universitas Islam Bandung

Abstract

This study aims to analyze the influence of the marketing mix and customer relationship management (CRM) on customer decisions to choose Mitraguna Berkah financing. The marketing mix is a combination of strategies including product, price, promotion, and distribution used by companies to attract consumer interest. Meanwhile, customer relationship management is a company^s approach to building and maintaining long-term relationships with customers. This research employs a quantitative method with a survey approach, using a questionnaire as the data collection instrument, which is distributed to customers who have used Mitraguna Berkah financing. The collected data will be analyzed using multiple linear regression analysis to identify the effect of the independent variables on the dependent variable. The results of this study are expected to reveal the extent to which the marketing mix and CRM factors influence customer decisions in choosing Mitraguna Berkah financing. The findings of this research are anticipated to contribute to the development of effective marketing strategies and better customer relationship management for financial institutions, particularly in the Islamic financing sector.

Keywords: marketing mix- customer relationship management- customer decision- Mitraguna Berkah financing

Topic: Marketing management