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The data analysis used Partial Least Square (PLS). The research approach uses a quantitative approach, while the research method is a survey. The number of research samples used was 100 respondents.

As the research population in this study, it was determined that all visitors to the Muaro Jambi Temple tourism object during 2021. This study has a purpose: to analyze whether the decision to visit the Muaro Jambi Temple tourist attraction area is influenced by the service quality variable and physical evidence through the variable interest in the visit. Then the one that does not have a significant effect is the Place and Physical Evidence on the Purchase Decision. The factors that have a significantly positive effect are Products, Prices, Promotions, People, Processes on Purchase Decisions. The tool used to analyze the data is SPSS 24 with multiple regression method.The results showed that of the seven proposed hypotheses, there were 5 accepted hypotheses and 2 rejected hypotheses. In this study, the respondents were consumers who were applying for a BSI Hasanah Card at the Ahmad Yani Branch office in Semarang. (2014) A good sample size should be 100 or more. The specified sample size refers to Hair et al. Determination of the sample using non-probability sampling with convenience sampling technique, namely anyone who can provide information related to the research subject that is easily accessible and easy to find. The sample of this study amounted to 120 respondents who responded to the questionnaire given by the researcher. This study aims to analyze the factors that can increase purchasing decisions on consumers who are applying for a BSI Hasanah Card at the Ahmad Yani Branch Office, Semarang City. The marketing mix includes product, price, place, promotion, people, physical evidence, process. One of the tools used in determining the marketing strategy is the marketing mix.

Bank Syariah Indonesia as one of the new players as a financial service provider has special challenges in carrying out marketing activities.

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