PENGARUH PERSONAL SELLING CUSTOMER SERVICE TERHADAP MINAT MENABUNG PRODUK DIGITAL SAVING BANK RAKYAT INDONESIA DI MASA PANDEMI COVID-19 Survei pada Nasabah Bank Rakyat Indonesia Cabang Jatinegara Tahun 2022

ZAHRA, RAIHATUL (2022) PENGARUH PERSONAL SELLING CUSTOMER SERVICE TERHADAP MINAT MENABUNG PRODUK DIGITAL SAVING BANK RAKYAT INDONESIA DI MASA PANDEMI COVID-19 Survei pada Nasabah Bank Rakyat Indonesia Cabang Jatinegara Tahun 2022. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara personal selling customer service terhadap minat menabung produk digital saving BRI di masa pandemi Covid 19. Penelitian ini dilakukan terhadap nasabah BRI cabang Jatinegara dengan populasi sebesar 800 orang dan ditetapkan sampel sebanyak 100 orang. Teknik random sampling yaitu peneliti mengambil sampel dari anggota populasi yang dilakukan secara acak tanpa memperhatikan strata yang ada dalam populasi itu. Jenis data yang diperlukan dalam penelitian ini adalah data kuantitatif. Data kuantitatif dalam penelitian ini merupakan data yang bersumber langsung dari responden yang disajikan dalam bentuk skala likert. Teknik pengumpulan data yang digunakan antara lain observasi, wawancara dan angket. Untuk menguji validitas dan reliabilitas penulis menggunakan analisis dengan aplikasi SPSS. Hasil dari penelitian ini terdapat pengaruh yang signifikan antara personal selling (X) terhadap minat menabung (Y). Untuk hasil pengujian simultan, personal selling berpengaruh terhadap minat menabung sebesar 74%. Artinya 74% dari minat menabung di produk digital saving BRI di masa pandemi yang dilakukan oleh nasabah didasari oleh personal selling yang dilakukan oleh customer service pada produk digital saving BRI di masa pandemi Covid-19. Kata kunci: Personal selling, customer service, minat menabung. The purpose of this study was to determine the effect of personal selling customer service on interest in saving BRI digital saving products during the Covid 19 pandemic. This study was conducted on BRI Jatinegara branch customers with a population of 800 people and a sample of 100 people. Random sampling technique, namely the researcher takes samples from members of the population which is carried out randomly without regard to the strata that exist in the population. The type of data needed in this research is quantitative data. Quantitative data in this study is data sourced directly from respondents presented in the form of a Likert scale. Data collection techniques used include observation, interviews and questionnaires. To test the validity and reliability of the authors use the analysis with the SPSS application. The results of this study have a significant influence between personal selling (X) on interest in saving (Y). For the results of simultaneous testing, personal selling affects the interest in saving by 74%. This means that 74% of the interest in saving in BRI digital saving products during the pandemic carried out by customers is based on personal selling carried out by customer service on BRI digital saving products during the Covid-19 pandemic. Key words: Personal selling, customer service, minat menabung

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