The Relationship Between Market Mix and the Decision to Use the Services of The Bank for Agriculture and Agricultural Cooperatives in the Western Region

Abstract

This research aimed to study: level of service decision, relationship between personal characteristics and service decision and relationship Between marketing mix factors and service decisions of the Bank for Agriculture and Agricultural Cooperatives in the Western Region. The sample group used in the research was 400 customers who came to the Bank for Agriculture and Agricultural Cooperatives in the western region from 8 provinces. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were percentage, mean, standard deviation, Chi-square test and Multiple Linear Regression Analysis. The results were as follows: 1) The decision to use the services of the Bank for Agriculture and Agricultural Cooperatives in the Western Region was at a high level. 2) Overall, it was related to the decision to use the services of the Bank for Agriculture and Agricultural Cooperatives in the western region, namely the level of vocational education and the service decision. Were statistically significant at the 0.001 level and average monthly income Correlated with the service decision with statistical significance at the level of 0.01 3) marketing mix factor, product aspect, price aspect, distribution channel Marketing promotion and physical characteristics There was a causal relationship with the service decision of the Bank for Agriculture and Agricultural Cooperatives in the Western Region statistically significant at the 0.001 level.