In this study, the respondents were consumers who were applying for a BSI Hasanah Card at the Ahmad Yani Branch office in Semarang. (2014) A good sample size should be 100 or more. The specified sample size refers to Hair et al. Determination of the sample using non-probability sampling with convenience sampling technique, namely anyone who can provide information related to the research subject that is easily accessible and easy to find. The sample of this study amounted to 120 respondents who responded to the questionnaire given by the researcher. This study aims to analyze the factors that can increase purchasing decisions on consumers who are applying for a BSI Hasanah Card at the Ahmad Yani Branch Office, Semarang City. The marketing mix includes product, price, place, promotion, people, physical evidence, process. One of the tools used in determining the marketing strategy is the marketing mix. Bank Syariah Indonesia as one of the new players as a financial service provider has special challenges in carrying out marketing activities.
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March 2023
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