Pengaruh Promosi dan Reputasi Bank terhadap Minat Nasabah pada Produk Mitraguna (Studi Kasus BSI Demang)
Year: 2024
Type: article
Abstract: This research intends to analyze the effect of promotions (X1) and bank reputation (X2) on customer attraction (Y) in utilizing the BSI Mitraguna Berkah financing program. The research employs a statistical method utilizing multiple linear regression analysis to examine quantitative data, selected for its capability to evaluate the impact of several independent variables on a dependent variable. For sampling, purposive sampling was applied, involving 110 respondents who are customers of PT Bank Syariah Indonesia KC Palembang Demang, through a survey utilizing a web-based questionnaire via Google Forms. SPSS software was used to analyze the data. The analysis findings reveal that both promotions and bank reputation, whether individually or collectively, yield a positive and significant impact on customer attraction in the BSI Mitraguna Berkah. The significance of this research is in comprehending how impactful promotions and a strong bank reputation can influence customers decisions to select the product.
Authors: Putri, Iva Andini, Setiawan, Heri, Fadila, Dewi
Institution: Politeknik Negeri Sriwijaya
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W6931115147
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