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

Abstract

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 consumers. The data were collected by using questionnaire, observation and documentation. The data analyses were multiple linear regression analysis. This result indicates that: 1) the product variable (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 using 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 variables of the marketing mix (product, price, place and promotion) influenced in the consumers' decisions on using BNI credit card simultaneously, positively and significantly.