Abstract
This research aimed to test the influence of factors in marketing mix which consist of product, price, place, promotion, people, physical evidence, and process toward the loan selection decision by SME businessmen in Yogyakarta Special Region bank. The sampling method is purposive sampling with 99 respondents. Multiple regression analysis is utilized to test the hypotheses. The testing result shows that there are 2 variables : product and physical evidence, significantly which is positively influence dependent variable. However, price, place, promotion, people, and process do not have significance influence towards dependent variable. n Keywords: SME, product, price, place, promotion, people, physical evidence, process, and marketing mix
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
