PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK TABUNGAN PADA PT. BANK TABUNGAN NEGARA (PERSERO), TBK. KANTOR CABANG KELAPA GADING SQUARE

  • Andriatma Setiawan STIE Jakarta International College
  • Arjuna Wiwaha STIE Jakarta International College
Keywords: product quality, promotion, purchasing decisions

Abstract

PT. Bank Tabungan Negara (Persero), Tbk., commonly known as BTN, is a limited liability company engaged in providing banking services. As a financial institution it must be able to compete in terms of banking services and products as well as promotions offered to encourage deposit funds and increase fee-based income. This study discusses the problem of the influence of product variations and promotions on purchasing decisions for savings products. The purpose of this study was to determine the magnitude of the effect of product quality and promotion simultaneously on the decision to purchase savings products at PT. Bank Tabungan Negara (Pesero), Tbk. The research method used is library research and field research. The study began in March until July 2019. conducted at PT. Bank Tabungan Negara (Persero) Tbk. Kelapa Gading Square Branch Office. The sample used in this study amounted to 161 customers. Data collection techniques using interviews, questionnaires and observations. To calculate and analyze research data, the SPSS program is used. From the results of this study it can be concluded that product quality and promotion have a positive and significant effect simultaneously on the decision to purchase savings products at PT. Bank BTN Kelapa Gading Square Branch Office at 62%.
Published
2019-11-21
Section
Artikel