PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN BRAND AWARENESS TERHADAP MINAT NASABAH MENABUNG PADA PRODUK SIMPEDES BANK BRI (Studi Kasus Pada Bank BRI KCP Batusari Kebon Jeruk)

ANGELINA, MIA (2022) PENGARUH KUALITAS PELAYANAN, PROMOSI, DAN BRAND AWARENESS TERHADAP MINAT NASABAH MENABUNG PADA PRODUK SIMPEDES BANK BRI (Studi Kasus Pada Bank BRI KCP Batusari Kebon Jeruk). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of service quality, promotion and brand awareness on saving interest on Rakyat Indonesia Bank (Study on Kantor Cabang Pembantu Batusari, Jakarta Barat) The data of this research are data taken from the company's secondary data and primary data obtained from the processing of questionnaire data filled out by out by prospective consumers with an interest in saving money on Simpedes Product. The number of samples used as many as 100 respondents and the analysis technique used in this study is to use Partial Least Square (PLS) analysis. Based on the results of data analysis in this study, it shows that the service quality variable has a positive and significant effect, the promotion variable shows positive but not significant results, and the Brand Awareness variable shows positive and significant results on customer interest in saving. Keywords: Service Quality, Promotion, Brand Awareness, Saving Interest Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari Kualitas Pelayanan, Promosi dan Brand Awareness terhadap Minat Nasabah Menabung Produk Simpedes Bank BRI Kantor Cabang Pembantu BatuSari, Jakarta Barat. Data penelitian ini merupakan data yang diambil dari data sekunder perusahaan dan data primer yang didapat dari pengolahan data kuesioner yang diisi oleh calon nasabah dengan minat menabung produk Simpedes. Jumlah sampel yang digunakan sebanyak 100 responden dan Teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Berdasarkan hasil analisis data pada penelitian ini menunjukan bahwa variabel Kualitas pelayanan Berpengaruh positif dan signifikan, Variabel promosi menunjukan hasil positif namun tidak signifikan, serta variabel Brand Awareness menunjukan hasil positif dan signifikan terhadap minat nasabah menabung. Kata kunci : Kualitas Pelayanan, Promosi, Kesadaran Merek, Minat Menabung

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 231
NIM/NIDN Creators: 43118010175
Uncontrolled Keywords: Kualitas Pelayanan, Promosi, Kesadaran Merek, Minat Menabung
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.1 Banks/Bank, Perbankan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 21 Nov 2022 07:10
Last Modified: 21 Nov 2022 07:10
URI: http://repository.mercubuana.ac.id/id/eprint/71818

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