Marketing Mix Effect On Consumer Decision To Choose Pegadaian Shari'a
(Case Study On Customer Pt Pawnshop Sharia Branch Jember)
Dwi Agustin Asmara1, Nawangsih2, Ninik Lukiana3 STIE Widya Gama Lumajang
agustindwiasmara14@gmail.com
Abstract
The development of sharia pawnshops in Jember is significant Increasingly, even the sharia service unit offices of sharia pawnshops Easily can be found in various corners of the city of Jember. This is certainly supported by precise marketing strategies. This study aims to Determine the effect of the marketing mix decisions on consumer choosing PT Pawnshop Sharia Branch Jember. This research is a quantitative research by looking for a relationship between two or more variables and is causal.
Samples taken were 120 respondents. The sample used is purposive sampling technique with multiple linear methods. The results of this study indicate that partially product, place, price, promotion, people, process, and physical evidence have a significant effect on consumer decisions choosing PT Pawnshop Sharia Branch Jember. And simultaneously product, place, price, promotion, people, process, and physical evidence have a significant effect on consumer decisions choosing PT Pawnshop Sharia Branch Jember. The results of the coefficient of determination indicate that 98.7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study , This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results. 7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study. This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results. 7% of consumer decisions can be explained by the independent products, place, price, promotion, people, process, and physical evidence variables while the remaining 1.3% is influenced by other variables not Examined in this study. This research can be Followed up by using different Populations, samples, and periods and places to see the potential of different research results.
Keywords: Marketing Mix and Consumer Decisions.
INTRODUCTION
In an economy that provides financial services to consumers, businesses and financial institutions covering all matters of finance. As the stock market (stock exchanges), insurance, credit unions, microfinance institutions and lenders (money lender) without collateral or with collateral. The only State-Owned Enterprises in Indonesia who are legally licensed to operate a financial institution is financing activities in the form of distribution of funds to the public on the law of pledge and set in the Book of the Law of Civil Law Section 1150 is PT Pawn Shops. PT Pawn there are two types of transaction that is in the conventional way or sharia. The distinction is obviously different because if a conventional implement it will be subject to interest, whereas if the implement shariacharacteristics that do not demand interest in various forms for usury, define money as a
medium of exchange and not as a commodity is traded, and that is definitely an advantage gained from saving service costs calculated from the value of goods instead of the loan amount. In Jember shariah pawnshop customer number is quite high when compared with the conventional pawnshops almost the same. The following table is a tableA large number of customers who come in PT Pawnshop Sharia Branch Jember.
Table 1.1 The Number Of Customers Of PT Pawnshop Sharia Branch Jember 2018 October November December
205 232 388
Source: PT Pawnshop Sharia Branch Jember
Based on the above data the number of customers who come in October as many as 205 clients, as many as 232 customers in November and December of as many as 388 customers. found product is the whole concept of the object or process that provides a value to the consumer. Results of research conducted by Zamroni and Wahibur Rokhman (2016) with the title Influence of Marketing Mix and Shariah Compliance Customer Decision to Choose the Holy Islamic Banks in states that are partially or simultaneously product, price, location, promotion and syariah compliance signi fi cantly affect the customer's decision choosing Islamic commercial bank in the sanctuary. According Hurriyati (2015: 55), where the environment is where and how the transaction will be provided, as part of the value and functionality of services. Results of research conducted by Word K and Agung Yulianto Yuniarinto and Surachman (2010) with the title Analysis of Effects of Marketing Mix Factors on Customer Considerations in Choosing an Islamic Bank in Medan said that in partial influence on the decision the consumer chooses Islamic bank in Medan.
According to (Malau, 2017: 125), meaning that the price-value of a good or service, in other words, is a product that can be exchanged in the market. Results of research conducted by Nurul Qomariah (2011) with the title of Factors Affecting Consumer Decision Savings Bank Syariah stated that it partially and simultaneously influenceconsumer decision making. According Buchari Alma (2004:
179) in a promotion as a form of relationship marketing, such as marketing activities are trying to spread the news feed, control and persuade, remind the target market for the company and its products to be willing to accept, purchase, and loyal to the products offered by the company concerned. Results of research conducted by Zamroni and Wahibur Rokhman (2016) entitled Effect of Marketing Mix and Shariah Compliance Customer Decision to Choose the Holy Islamic Banks in states that partially and simultaneously influence the decisions of customers choose Islamic commercial bank in the sanctuary.
According to Zeithaml and Bitner (2000: 19) in, the (people) that all the actors who play a role in the presentation of services so that bisamempengaruhi perception of the buyer.Results of research conducted bySyaribulan (2018) with the title of Marketing Mix and Effect on Customer Interests For Savings in Savings Bank Handsome Sulselbar states that partially and simultaneously influence the customer in selecting CHARMING PT. Bank Sulselbar Makassar. According Lupiyoadi (2013:
98), the process is a combination of all the activities, which generally consists of procedures, work schedules, mechanisms, and other things, where the service is produced and delivered to the consumer.Results of research conducted byDesy Kavanillah, Ridlwan Ajib Ahmad (2018) with the title of marketing mix influence on the decision to stay at the hotel Andita Surabaya sharia states that partially and simultaneously influence the decision to stay at the hotel Andita sharia Surabaya.
According Lupiyoadi (2013: 94) Physical evidence is the physical environment where services have been created and directly interact with consumers.Results of research conducted by Desy Kavanillah, Ridlwan Ajib Ahmad (2018) with the title of marketing mix influence on the decision to
stay at the hotel Andita Surabaya sharia states that partially and simultaneously influence the decision to stay at the hotel Andita sharia Surabaya.
Gap analysis from this research that Islamic financial institutions currently in great demand by customers. Because the needs of people who want a lawful transaction and bersyariat Islam continues to increase every year. This time also the products offered by sharia pawnshops have been as much as a conventional pawnshops use only sharia Islamic law in it. PT Pawnshop Sharia Branch Jember is a financial institution that implements the marketing mix such as product, place, price, promotion, people, process and physical evidence to maintain and increase the number of customers. The purpose of this study is to knowing Influence of Marketing Mix both partially and simultaneously Consumer Decision to Choose the Islamic pawnshop (customer case study on PT Pawnshop Sharia Branch Jember),
METHODS
This type of research is quantitative research that uses data analysis in the form of numbers.
Quantitative research objective is to develop and use mathematical models, theories and hypotheses related to the phenomenon being studied.
In this study the number of population of 825 people in three months conducting transactions on PT Pawnshop Sharia Branch Jember. The sampling technique used is nonprobability sampling, that the sampling technique does not provide the opportunity or equal opportunity for every member of the population to be used as a sample. While the technique used is purposive sampling, is a sampling technique with a certain consideration. WhileThis survey respondents nasbah PT Pawnshop Sharia Branch Jember number of respondents 120 customers to capture respondents' marketing mix to the decision to choose PT Pawnshop Sharia Branch Jember. Step analysis of research data consists of Test Instruments, Classical Assumption Test, and Test Statistics.
RESULTS AND DISCUSSION
Table: Summary of Results of Testing Validity
No.questionnaires r count r table significance Ket.
1 product (X1)
-Pernyataan 1 .766 0.3 0,000 valid
-Pernyataan 2 .750 0.3 0,000 valid
-Pernyataan 3 0,816 0.3 0,000 valid
-Pernyataan 4 0.859 0.3 0,000 valid
2 Place (X2) -Pernyataan 1 -Pernyataan 2 -Pernyataan 3 -Pernyataan 4
.850 0,900 0.785 .636
0.3 0.3 0.3 0.3
0,000 0,000 0,000 0,000
Valid Valid Valid valid 3 Price (X3)
-Pernyataan 1 -Pernyataan 2 -Pernyataan 3 -Pernyataan 4
0,906 .830 .738 .898
0.3 0.3 0.3 0.3
0,000 0,000 0,000 0,000
Valid Valid Valid Valid
4 Promotion (X4) -Pernyataan 1 -Pernyataan 2 -Pernyataan 3
0.843 .898 0.867
0.3 0.3 0.3
0,000 0,000 0,000
valid valid valid
5 People (X5) -Pernyataan 1 -Pernyataan 2 -Pernyataan 3 -Pernyataan 4
0.901 .873 .842 .684
0.3 0.3 0.3 0.3
0,000 0,000 0,000 0,000
valid valid valid valid 6 Process (X6)
-Pernyataan 1 -Pernyataan 2 -Pernyataan 3 -Pernyataan 4
0.756 0.824 0.817 0.661
0.3 0.3 0.3 0.3
0,000 0,000 0,000 0,000
valid valid valid valid 7 physical Evidence (X7)
-Pernyataan 1 -Pernyataan 2 -Pernyataan 3
0,939 0,880 0,880
0.3 0.3 0.3
0,000 0,000 0,000
valid valid valid 8 Consumer Decisions (Y)
-Pernyataan 1 -Pernyataan 2 -Pernyataan 3 -Pernyataan 4 -Pernyataan 5
0.817 .863 .869 0.956 .898
0.3 0.3 0.3 0.3 0.3
0,000 0,000 0,000 0,000 0,000
valid valid valid valid valid
Data Sources: Questionnaire Results Data Processing with SPSS, 2019
Research Instruments Testing Results. Based on data from recapitulation of validity can be known the magnitude of the correlation coefficient of whole grains statements consisting of each - each four (4) point statement for a variable product, place, price, people, process, and three (3) point statement for the variable promotion, physical evidence, five (5) point statement for the consumer decision variables. From the calculation of the correlation coefficient, all have rhitung greater than minimal r (0.3).
Thus the whole point statement that declared invalid. In conclusion there is the whole point declaration on research instrument can be declared eligible to be used as an instrument of research because it can collect data or information required.
Table: Recapitulation Reliability Testing Results
Data Source: Data Processing Results
Based on the recapitulation reliability test results show the reliability coefficient Cronbanch's Alpha for the Product variable (X1) of 0.805, variable Place (X2) is 0.807, Price variable (X3) of 0.867, amounting to 0,833 Promotion variable (X4), People variable of 0.843 (X5), variable Process (X6)
variables Cronbach's alpha
interval
Reliability Information product (X1) 0.805 0.801 to 1.00 highly Reliable Place (X2) .807 0.801 to 1.00 highly Reliable Price (X3) 0.867 0.801 to 1.00 highly Reliable Promotion (X4) 0,833 0.801 to 1.00 highly Reliable People (X5) 0.843 0.801 to 1.00 highly Reliable Process (X6) 0,751 0.601 to 0.80 reliable physical Evidence
(X7) 0.875 0.801 to 1.00
highly Reliable Consumer
Decisions (Y) .924 0.801 to 1.00
highly Reliable
of 0,751, a variable Physical Evidence (X7) 0.875 and Consumer Decision variable (Y) of 0.924. Of all the variables in this study had a high reliability in accordance with the opinionNunnaly in Jogiyanto (2014: 55), Value Cronbanch's Alpha (ALPHA) which may be accepted depending on the purpose of research. Early stages of research, the reliability value of 0.50 up to 0.60 are considered enough, and for basic research (basic research), it is argued that increasing the reliability exceeds the value of 0.80 is often considered to be too high. Generally Accepted reliability score in many studies ranged from 0.70 up to 0.80. Of the eight variables in this study seven variables reliability value of more than 0.80, while the value of variables that process reliability is below 0.80 but above 0.60 means it can be concluded on seven variables:product, place, price, people, promotion, physical evidence which is used as an indicator consistently had a strong reliability as a measuring tool.
Picture : Data Normality Test Results Normal Probability Plots and Histogram Chart Data Source: Data Processing Results
Test Results Assumptions. Results of testing the normality of the data shows that in the normal probability plot graph looks the point - the point spread around the diagonal line and follow the direction of a diagonal spread, so did the histogram graph that gives a normal distribution pattern (no slope). The second chart above shows that the regression model unfit for fulfilling normality.
Based on standardized regression residuals histogram data normality is indicated by a bell-shaped image and a standard deviation of the mean right there in the middle.
table: Recapitulation Multicolinearity Testing Results variables tolerance VIF Information
product 0,509 1,964 free
Multicolinearity
Place .180 5.571 free
Multicolinearity
Price 0,397 2.571 free
Multicolinearity
Promotion .190 1.136 free
Multicolinearity
People .584 1,713 free
Multicolinearity
Process 0,296 3.382 free
Multicolinearity physical Evidence 0.272 3.949 free
Multicolinearity Data Sources: Questionnaire Results Data Processing with SPSS, 2019
Based on test results showed that all variables used as predictors of the regression model showed VIF were quite small, all of which are under 10 and value tolerance more than 0.1. This means that the independent variables used in the study did not show any symptoms multikolinieritas, so all the independent variables in this study are the variables are mutually independent, so it can be continued in a multiple linear regression testing.
Picture : Testing Results Heteroskidastity Data Source: Data Processing Results
Based on test results showed there heteroskedastisitas clear pattern of a point - the point. This shows that the regression model did not have symptoms of heteroscedasticity, which means there is no significant interference in this regression model.
Results of Multiple Linear Regression Analysis. The results of the regression analysis to formulate a multiple regression equation as follows:
Y = 2.472 + 0,234X1 + 0,393X2 + 0,286X3 + 0,497X4 + 0,283X5 + 0,264X6 + 0,125X7
The results show the relationship Product, Place, Price, Promotion, People, Process and Physical Evidence positive relation to the Consumer Decision PT Pawnshop Sharia Branch Jember.
Table: Results of Multiple Linear Regression Analysis
Coefficientsa Model Coefficients
unstandardi zed
standardize d Coefficients
t Sig. collinearity Statistics
B Std. Error beta tolerance VIF
1
(Constant) -2472 .468 5,279 .000
PRODUCT .234 .025 .421 2,362 .016 .509 1,964
PLACE .393 .040 .559 2,320 .022 .180 5571
PRICE .286 .023 .664 3,732 .000 .397 2,519
PROMOTION .497 .065 .474 7602 .000 .190 1,136
PEOPLE .283 .019 .361 4298 .000 .584 1,713
PROCESS .264 .031 .441 2060 .042 .296 3,382
PHYSICAL_EVIDENCE .125 .067 .673 6,710 .000 .272 3949
a. Dependent Variable: DECISION OF THE CONSUMER
Data Sources: Questionnaire Results Data Processing with SPSS, 2019
Hypothesis Testing Results. The first hypothesis, The results of the t test for the variable X1 is product obtained t count = 2,362 with significant value 0.016. Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (2.362) ≥ t table (1.981), with a significance level of 0.016 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there is a significant product influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for X2 that place is obtained t count = 2,320 with significant value 0,022.
Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (2.320) ≥ t table (1.981), with a significance level of 0.022 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there is a significant place influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for X3 ie price obtained value of t = 3.732 with 0.000 significance value.
Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (3.732) ≥ t table (1.981), with a significance level of 0.000 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there is a significant price influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for promotion variable X4 is obtained t count = 7.602 with 0.000 significance value. Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (7.602)
≥ t table (1.981), with a significance level of 0.000 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there is a significant promotion influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for variables X5 which people obtained t count = 4.298 with 0.000 significance value. Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (4.298)
≥ t table (1.981), with a significance level of 0.000 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there are people who significantly influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for variable process X6 is obtained t count = 2.060 with significance value of 0.042. Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (2.060) ≥ t table (1.981), with a significance level of 0.042 which is below the limit of 0.05, which means means Ha Ho accepted and rejected. Then there is a significant process influence the consumer decision to choose PT Pawnshop Sharia Branch Jember.
The results of the t test for variable X7 is physical evidence obtained value of t = 6.710 with 0.000 significance value. Limit of significance of 5% or 0.05 ± 1.981 ttabel obtained, means that t (6.710)
≥ t table (1.981), with a significance level of 0.000 which is below the limit of 0.05, which means Ha Ho accepted and rejected. Then there is physical evidence a significant influence on consumer decision to choose PT Pawnshop Sharia Branch Jember.
Table: F Simultaneous Test Results
ANOVAa
Model Sum of Squares df mean Square F Sig.
1
Regression 1458.652 7 208 379 1210.967 .000b
residual 19,273 112 .172
Total 1477.925 119
a. Dependent Variable: DECISION OF THE CONSUMER
b. Predictors: (Constant), PHYSICAL_EVIDENCE, PEOPLE, PRODUCT, PRICE, PROCESS, PLACE, PROMOTION
Data Sources: Questionnaire Results Data Processing with SPSS, 2019
F test results on the study variables obtained value with the level of F = 1210.9670,000 significance.
By using a 5% significance limits or acquired 0.05 2.69 F table. This means that F count> F table,
which means that Ho refused and Ha accepted. With a significance level of 0.000 which is under the limit of significance 0.05, it can be concluded that there are significant product, place, price, promotion, people, process and physical evidence of significant simultaneously to the consumer decision to choose PT Pawnshop Sharia Branch Jember
Table: Calculation Results The coefficient of determination (R2)
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .993a .987 .986 .415
a. Predictors: (Constant), PHYSICAL_EVIDENCE, PEOPLE, PRODUCT, PRICE, PROCESS, PLACE, PROMOTION
b. Dependent Variable: DECISION OF THE CONSUMER
Data Source: Data Processing Results
From the results of calculations using SPSS program can be seen that the coefficient of determination (R2) obtained at 0.987. This means that 98.7% Consumer decision can be explained by the independent variables are: product, place, price, promotion, people, process and physical evidence. While the remaining 1.3% Consumer decision influenced by variables - other variables not examined in this study such as (patient and promise).
In the discussion, hypothesis testing on the Product to Consumer decision shows the results that the product has a significant influence on consumer decision to choose PT Pawnshop Sharia Branch Jember. It is inexplicable thata good product that fits the needs of customers who complete and provide a lot of variety and guaranteed halal transactions without usury and also customers and can perform a variety of transactions in one place will be considered by customers to always choose PT Pawnshop Sharia. This study is consistent with the results Zamroni (2016), which indicates that there is the effect of the product to the customer's decision choosing Islamic banking. According Supranto and Nandan, (2011: 10) that any product that a consumer wants and needs, to meet the perceived needs. In this case PT Branch Jember Islamic pawnshop has the products desired by customers such as Rahn (pawn), Arrum Hajj, trust, multi-line payment (MPO), a consignment of gold, gold savings, noble and others.
Testing the hypothesis on Place of the Consumer decision shows the results of that place have a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is inexplicable thatstrategic place and easily accessible will be more rapidly because of easy access.
The more strategically selected locations, the greater the influence on the success of a business.
This study is consistent with the results of the Word and the Supreme Yuniarinto Yulianto K. (2010), which indicates that there is the influence of place on the customer's decision choose choosing Islamic banking. According toFahmi (2016: 86). Selection of place as important as it relates to power sales and determine profitability, competition and sustainability. Located at a strategic location and is very affordable by the customer, which is crossed by public transport, is located in the city center, is located in the center of the crowd, and also in the shopping district, as well as its number of subsidiaries / unit over a spread in which -Where. This strategy is an interesting strategy by PT Pawnshop Sharia Branch Jember for providing services to customers in the form of the location of their accessibility.
Testing the hypothesis on Price to Consumer decision shows the results of that price has a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is
inexplicable thatpricing strategy (pricing) affects the image of the product, as well as the consumer's decision to buy. Pricing is also associated with income and also influence the supply or marketing channels. But the most important is the pricing decisions should be consistent with the overall marketing strategy. The study is consistent with results beatric M. Kondoy J., et al (2016) which showed that there are significant price to the customer's decision choose choosing Islamic banking.
According toMalau (2017: 125), meaning that the price-value of a good or service, in other words, is a product that can be exchanged in the market. In this case the price offered by PT Pawnshop Sharia Branch Jember has variations according to the product selected customers. Choosing to use the product in PT Pawnshop Sharia Branch Jember, previous customers will look for information about products prior to the price offered, and the administrative costs of these products is reachable by customers. In this study proved that the price to be one of the considerations of consumers in the decision to choose PT Pawnshop Sharia.
Testing the hypothesis on Promotion of the Consumer decision shows the results of that promotion has a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is inexplicable thatone purpose of promotion is to inform sagala types of products offered and trying to attract potential new customers. This study is consistent with the results of Zamroni and Wahibur Rokhman (2016) which showed that there are significant promotion to the customer's decision choose choosing Islamic banking. According toSubagyo (2010: 133), the campaign is an effort of marketing in informing and influencing people or other parties that are interested in the transaction or exchange of goods or services which it markets. Promotion must depict the real what is on offer from such products. Promotions that are not in accordance with the quality and competence will inflict fatal to the company because it will damage the image of the company.
Testing the hypothesis on People to Consumer decision shows the results that people have a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is inexplicable thatalready can not be denied that for financial institutions to the banking industry or pawn it conventional or sharia, employee service to customers is one of the factors that are also considered customer to want to choose relates to the agency. This study is consistent with results of the study of the Word Yulianto, et al (2010) showed that there is an influence on the decisions people choose choosing Islamic banking customers. According toZeithaml and Bitner (2000: 19) in Hurriyati (2015: 62), people (people) are all actors playing a role in the presentation of the service so that it can influence the perception of the buyer. Service is the behavior of producers in order to meet consumer needs and desires in order to achieve customer satisfaction in itself. Factors that influence the customer to choose a financial institution that is a fast and efficient service, Human Resources professional and transparent, attitudes and behavior of the employees were friendly and courteous, the security of customer funds.
Testing the hypothesis on Consumer Decision Process to show the results of that process have a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is inexplicable thatThe entire work activity is a process, the process involves the procedures, tasks, routines to products, activities and mechanisms. This study is consistent with the results of Rosmalia Saragih (2017) which shows that there is an influence on the customer's decision process of selecting choosing Islamic banking. According toZeithaml and Bitner (2000: 20) in Hurriyati (2015: 64), the process is all the actual procedures, mechanisms and flow of activities that are used to deliver the services. For service companies between marketing and operational cooperation is very important in this process elements, especially in serving all the needs and desires of its customers.
Testing the hypothesis on Physical evidence against consumers Decision physical evidence showing the results that have a significant impact on the consumer chooses Decision PT Branch Jember Islamic pawnshop. It is inexplicable thatphysical evidence of a company holding a large role in the presentation of the service. Factors physical appearance has a value varianced explained bigger than other factors, because the first thing that is usually done by someone in endorsing the selection of a product is by paying attention to physical appearance such as building companies, facilities owned by the company, means of communication and display physical employees. This study is consistent with the results of Rosmalia Saragih (2017) which shows that there is an influence on the customer's decision process of selecting choosing Islamic banking. According toZeithaml and Bitner (2000: 20) in Hurriyati (2015: 64) infrastructure is one which significantly influences the customer to select and use the products offered.
Results of testing the hypothesis on the influence of Product, Place, Price, Promotion, People, Process and Physical evidence simultaneously indicate a significant influence on consumer decision to choose PT Pawnshop Sharia Branch Jember. The study is consistent with the results of the Word Yulianto, et al (2010) showed that there is significant influence simultaneously Product, Place, People, the decision of customers choose choosing Islamic banking. And also consistent with Nurul Qomariah1 (2011) with resultsProduct, Place, Price, Promotionsignificant effect simultaneously on the customer's decision choose Islamic banks. According to consumer decision which measures consumer to decide on a product that is considered be a way out of the needs and desires of consumers. Consumer decisions is the cornerstone of the company. The company will do everything so that consumers can choose and use his services. This is in line with that conducted by PT Pawnshop Sharia Branch Jember that provide product variations at its best, choose a strategic location for the convenience of customers, provide the appropriate price to be paid by the customer, promotion at every turn, provide better services, to facilitate the process transaction, and no less important, it provides no real physical evidence. Attempts to do is to maintain and continue to increase the number of customers to continue to select and use the services of PT Pawnshop Sharia Branch Jember.
CONCLUSION
The conclusion of this study is all of the seven independent variables, product, price, place, promotion, people, process, and phtsical evidence significant effect partially or simultaneously to Consumer Decision Choosing Islamic pawnshop PT Branch Jember.
From the results of calculations using SPSS program can be seen that the coefficient of determination (R2) obtained at 0.987. This means that 98.7% Consumer Decision can be explained by the independent variables,product, price, place, promotion, people, process, and phtsical evidence, While the remaining 1.3% Consumer Decision is influenced by variables - other variables not examined in this study such as (patient and promise).
Her advice is better for PT Pawnshop Sharia Branch Jember retain and continue to increase the number of customers. By paying attention to the marketing mix are applied, in order to stand in line with conventional mortgages can even be superior.
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