PENGARUH PROMOSI, LOKASI, DAN KUALITAS PELAYANAN. TERHADAP MINAT MENABUNG NASABAH. DI BANK BNI DI SI - PENGARUH PROMOSI LOKASI DAN KUALITAS PELAYANAN

PENGARUH PROMOSI, LOKASI, DAN KUALITAS PELAYANAN. TERHADAP MINAT MENABUNG NASABAH. DI BANK BNI DI SI

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PENGARUH PROMOSI, LOKASI, DAN KUALITAS PELAYANAN TERHADAP MINAT MENABUNG NASABAH DI BANK BNI DI SIDOARJO ARTIKEL ILMIAH Diajukan UntukMemenuhi Salah SatuSyaratPenyelesaian Program Pendidikan Strata Satu JurusanManajemen Oleh : Dwi Setya Raharjo 2008210099 Oleh : RIRIES MIA RESHITA NIM : 2011210145 SEKOLAH TINGGI ILMU EKONOMI PERBANAS SURABAYA 2015
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PE Nama : Tempat, Tanggal Lahir : N.I.M : Jurusan : Program Pendidikan : Konsentrasi : Judul : P M D D Ta (P K Ta ENGESAHAN ARTIKEL ILMIAH Riries Mia Reshita Surabaya, 27 Mei 1993 2011210145 Manajemen Strata 1 Manajemen Perbankan Pengaruh Promosi, Lokasi, Dan Kualitas Pela Minat Menabung NasabahDi Bank Bni Di Sid Disetujui dan diterima baik oleh : Dosen Pembimbing, anggal : 27 April 2015 Prof.Dr.Dra.Tatik Suryani,Psi.,M.M) Ketua Program Studi S1 Manajemen, anggal : 27 April 2015 (Dr. Muazaroh, S.E, M.T) ayananTerhadap doarjo
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1 THE EFFECT OF PROMOTION, LOCATION AND SERVICE QUALITY ON SAVING INTENTION OF BNI BANK OF SIDOARJO Riries Mia Reshita STIE Perbanas Surabaya Email : [email protected] ABSTRACT This researc is condueted in BNI Bank in Sidoarjo. This research aims are to recognize the effects of (1) promotion on intention (2) to location and. (3) service quality on customer saving. (4) to recognize the effects of promotion, location and service quality simultaneously toward customer interest saving. Populasi of this research is customers of BNI Bank of Sidoarjo. 100 respondents sampling by using non probability random method. Data questionnaire while data use analyzed by multiple linear regression analysis, The results of this research are : Location simultaneously have insignificance effect toward customers interest saving of BNI Bank of Sidoarjo. Service quality simultaneously have significance effect toward customers interest saving of BNI Bank of Sidoarjo. Promotion, location, and Service quality simultaneously have insignificant effect simultaneously is insignificance effects towardcustomers interest saving of BNI Bank of Sidoarjo. Keyword : promotion, location, service quality, interest saving PENDAHULUAN Menabung merupakan kegiatan atau aktivitas yang memerlukan adanya keinginan dalam diri seseorang untuk menyisihkan dan menyimpan uangnya di bank. Menabung memerlukan minat agar perilakunya terarah pada aktivitas tersebut (menabung). Dalam upaya menarik minat nasabah untuk menabung di bank dilakukan berbagai strategi perusahaan antara lain : promosi, lokasi, dan kulitas layanan. Kegiatan promosi yang dilakukan bank menjadi sarana untuk memperkenalkan produk yang dimiliki bank kepada nasabah sehingga nasabah mengenal lebih jauh produk-produk yang ditawarkan bank. Promosi adalah berbagai cara untuk menginformasikan, membujuk, dan mengingatkan konsumen secara langsung maupun tidak langsung tentang suatu produk atau brand yang dijual (Kotler dan Keller, 2009:510).
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