PENGARUH MARKETING MIX DAN SYARIAH COMPLIANCE TERHADAP KEPUTUSAN MENJADI NASABAH (Studi Kasus Pada Bank Syariah Mandiri KCP Yogyakarta Kaliurang)

This study aims to determine the effect of marketing mix (product, price, place, promotion, process, physical evidence, people) and sharia compliance on the decision to become a customer at the Kaliurang Bank Syariah Mandiri KCP Yogyakarta. This type of research is a field research with a quantitative approach. The population in this study were all customers of Bank Syariah Mandiri KCP Yogyakarta Kaliurang with sampling using the simple random sampling method. Data collection techniques using questionnaires with a total sample of 99 respondents. The analytical tool used is multiple linear regression analysis using SPSS vs. software. 24. The results of this study indicate that process variables and syariah compliance have a positive and significant effect on the decision to become a customer at Kaliurang Bank Syariah Mandiri KCP Yogyakarta. Meanwhile, product, price, place, promotion, physical evidence, and people variables do not affect the decision to become customers in Kaliurang Bank Syariah Mandiri KCP Yogyakarta