Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)

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An Analysis of the Marketing Mix Effect to the Increase of Customer Numbers in PT. Pegadaian Gold Savings

Authors
Komang Endrawan Sumadi Putra, Gede Wira Kusuma, I Nengah Suarmanayasa
Corresponding Author
Komang Endrawan Sumadi Putra
Available Online 14 December 2020.
DOI
10.2991/aebmr.k.201212.014How to use a DOI?
Keywords
Marketing Mix, Number of Customers, Pegadaian Gold Savings
Abstract

This study aims at analysing the effectiveness of the role of the marketing mix that has been carried out by the Singaraja Branch of Pegadaian in increasing the number of gold savings customers. Since the end of 2019 the number of Pegadaian Gold Savings customers has only reached 2.15 percent of the total population of Buleleng District. The marketing mix variables were the product, place, promotion, process price, people and physical evidence. The sampling method in this study was accidental sampling of 100 samples, and the data was collected through documentation and questionnaires. Based on the results of the t test calculated by multiple regression analysis, 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. Therefore, partially, the marketing mix variable has a positive and significant effect on increasing the number of Pegadaian Gold Savings customers. Meanwhile, from the results of the F test, it can be seen that the seven marketing mix variables simultaneously have a positive and significant effect on the increase of the number of Pegadaian Gold Savings customers.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
14 December 2020
ISBN
978-94-6239-297-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.201212.014How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Komang Endrawan Sumadi Putra
AU  - Gede Wira Kusuma
AU  - I Nengah Suarmanayasa
PY  - 2020
DA  - 2020/12/14
TI  - An Analysis of the Marketing Mix Effect to the Increase of Customer Numbers in PT. Pegadaian Gold Savings
BT  - Proceedings of the 5th International Conference on Tourism, Economics, Accounting, Management and Social Science (TEAMS 2020)
PB  - Atlantis Press
SP  - 105
EP  - 114
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201212.014
DO  - 10.2991/aebmr.k.201212.014
ID  - Putra2020
ER  -