An Analysis of Marketing Mix Factor, Individual Factor and Environment Factor Which Effected in Selecting Islamic Bank

Islamic bank still under developed in Indonesia compared with conventional bank although the majority of Indonesian people is moslem. The islamic bank as a part of bussiness world also has marketing activity to satisfied their consumer. Generally, the consumer decision in selecting islamic bank effected by many factor whether individual factor or environment factor which has interconected with public consumer. The purpose of this research is knowing marketing mix factor, individual factor and environment factor which effected in selecting islamic bank in Malang city whether in partially or simultanly. Does the dominant marketing mix factor effected the decision in selecting islamic bank in Malang. To select the respondent researcher was used purposive sampling. The result of confirmatory factor analysis revealed that promotion, perception and culture has higher loading factor than other indicator of the variables independent. Beside that, the result of multiple regression analysis stated that whether in simultanly or partially there is significant effect between marketing mix factor, individual factor, and environment factor toward the decision of selecting islamic bank in Malang. The result based also stated that the dominant factor toward the decision of selecting islamic bank in Malang is marketing mix. Continued with individual factor and environment factor successively