Factors Affecting Consumers' Decisions in Using BNI Credit Cards in Makassar

DOI

10.2991/icest-17.2017.25How to use a DOI?

Keywords

credit cards, product, price, place, promotion

Abstract

The study aimed to find out the simultaneous influence on product, price, place and promotion to the consumers' decision by using BNI Makassar credit cards. The population of this research was 250 consumers and the samples were 180 con-sumers. The data were collected by using questionnaire, observa-tion and documentation. The data analyses were multiple linear regression analysis. This result indicates that: 1) the product var-iable (X1) had positive influence but there was not a significant influence in the consumers' decision on using BNI credit cards (Y). 2) The price variable (X2) had positive influence but there was not a significant influence in the consumers' decision on us-ing BNI credit card (Y). 3) The place variable (X3) had positive and there was a significant influence in the consumers' decision on using BNI credit cards (Y). 4) The Promotion variable (X4) had positive influence but there was not a significant influence in the consumers' decision on using BNI credit card (Y). 5) The var-iables of the marketing mix (product, price, place and promotion) influenced in the consumers' decisions on using BNI credit card simultaneously, positively and significantly.

Copyright

© 2017, 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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TY  - CONF
AU  - Ms. Sapinah
AU  - Andi Annisa Sulolipu
PY  - 2017/09
DA  - 2017/09
TI  - Factors Affecting Consumers' Decisions in Using BNI Credit Cards in Makassar
BT  - Proceedings of the 2nd International Conference on Education, Science, and Technology (ICEST 2017)
PB  - Atlantis Press
SP  - 73
EP  - 75
SN  - 2352-5398
UR  - https://doi.org/10.2991/icest-17.2017.25
DO  - 10.2991/icest-17.2017.25
ID  - Sapinah2017/09
ER  -