ANALISIS PENGARUH KUALITAS PRODUK, TEMPAT, KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN NASABAH MEMILIH REKENING TABUNGAN (Studi Kasus: PT Bank Mandiri (Persero) Tbk. KC. Tangerang Gading Serpong)

SARASWATY, GUSNIA (2020) ANALISIS PENGARUH KUALITAS PRODUK, TEMPAT, KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN NASABAH MEMILIH REKENING TABUNGAN (Studi Kasus: PT Bank Mandiri (Persero) Tbk. KC. Tangerang Gading Serpong). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study intend to examine and analyze the effect of Product Quality, Place, Service Quality and Promotion partially and or jointly on customer decisions regarding choosing Savings at Bank Mandiri, both Regular Savings and Business Savings at Bank Mandiri KC. Tangerang Gading Serpong. The research data was taken from a survey conducted on customers in the Bank Mandiri Tangerang Gading Serpon Branch. From a population of 860 customers using the Slovin formula, 100 respondents were sampled with the criteria of having a Bank Mandiri account. The research method used is linear regression with 4 independent variables. The results of the study stated that the coefficient of determination 0.833, which means the percentage contribution of the influence of independent variables (Product Quality, Place, Service Quality, and Promotion) on the dependent variable (Customer Decision) of 83.3%. The remaining 16.7% is influenced or explained by other variables not included in this research model. The results showed that partially Product Quality, Service Quality, and Promotion variables had a significant positive effect on customer decisions, while the Place variable have a positive and not significant effect on Customer Decisions. Similiarly jointly (simultaneously), there is a significant influence of Product Quality, Place, Service Quality, and Promotion of CustomerDecisions. The Customer Decision referred to is the customer's decision in choosing Regular Savings and or Business Savings because this research was conducted in the banking sector (PT. Bank Mandiri (Persero) Tbk. Tangerang Gading Serpong Branch). Keywords: Product Quality, Place, Service Quality and Promotion, Purchasing Decisions. Penelitian ini bertujuan untuk menguji dan menganalisa Pengaruh Kualitas Produk, Tempat, Kualitas Layanan dan Promosi secara parsial dan atau bersama-sama terhadap keputusan nasabah terkait memilih Tabungan di Bank Mandiri, baik Tabungan Reguler maupun Tabungan Bisnis di Bank Mandiri KC. Tangerang Gading Serpong. Data penelitian diambil dari survey yang dilakukan terhadap nasabah di lingkungan Bank Mandiri KC. Tangerang Gading Serpong. Dari populasi 860 nasabah dengan menggunakan rumus Slovin diambil sampel sebanyak 100 orang responden dengan kriteria memiliki rekening Bank Mandiri. Metode penelitian yang digunakan adalah regresi linier dengan 4 variabel independen. Hasil penelitian menyatakan bahwa nilai koefesien determinasi 0,833 yang artinya prosentase sumbangan pengaruh variabel independen (Kualitas Produk, Tempat, Kualitas Layanan, dan Promosi) terhadap variabel dependen (Keputusan Nasabah) sebesar 83,3%. Sisanya sebesar 16,7% dipengaruhi atau dijelaskan oleh variabel lain yang tidak dimasukkan dalam model penelitian ini. Hasil penelitian menunjukkan bahwa secara parsial variabel Kualitas Produk, Kualitas Layanan, dan Promosi berpengaruh positif secara signifikan terhadap keputusan nasabah, sedangkan variabel Tempat berpengaruh positif tidak signifikan terhadap Keputusan Pembelian. Demikian juga secara bersama-sama (simultan), terdapat pengaruh signifikan dari Kualitas Produk, Tempat, Kualitas Layanan, dan Promosi terhadap Keputusan Nasabah. Keputusan Nasabah yang dimaksud adalah keputusan nasabah dalam memilih Tabungan Reguler dan atau Tabungan Bisnis karena penelitian ini dilakukan pada bidang perbankan (PT. Bank Mandiri (Persero) Tbk. KC. Tangerang Gading Serpong). Kata kunci : Kualitas Produk, Tempat, Kualitas Layanan dan Promosi, Keputusan Pembelian.

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