Pengaruh Produk, Pelayanan dan Promosi terhadap Keputusan Nasabah untuk Menabung di Bank Syariah

Abstract

This study aims to determine the effect of products, services, and promotions on customer decisions to save at syari'ah banks. This research is a descriptive quantitative research with multiple linear regression analysis method which is conducted at Bank Muamalat Indonesia, Jambi City using the form of field studies (Field Study). The instrument in this study is a questionnaire. The results of this study indicate that the customer's decision to save has a significant effect on products, services and promotions simultaneously. Then about how the product, service and promotion simultaneously influence the customer's decision to save at BMI. That the factors that influence customer interest in saving include customer knowledge about the products in the Muamalat bank itself and the price and place promotions. Not only that, the marketing performance of the marketing work mechanism in promoting product funding to customers by studying customer profiles before creating an account at BMI. Besides, service to customers is very supportive for promotion in influencing customer decisions to save.
 Penelitian ini bertujuan untuk mengetahui pengaruh produk, pelayanan, dan promosi terhadap keputusan nasabah untuk menabung di bank syari’ah. Penelitian ini adalah penelitian kuantitatif deskriptif dengan metode analisis regresi linear berganda yang dilaksanakan di Bank Muamalat Indonesia Kota Jambi menggunakan bentuk studi lapangan (Field Study). Intrumen dalam penelitian ini adalah kuisioner. Hasil penelitian ini yaitu keputusan nasabah untuk menabung memiliki pengaruh signifikan terhadap produk, pelayanan dan promosi secara simultan. kemudian mengenai bagaimana pengaruh produk, pelayanan dan promosi secara simultan terhadap keputusan nasabah untuk menabung di BMI. Bahwa faktor yang mempengaruhi minat nasabah untuk menabung diantaranya pengetahuan nasabah mengenai produk yang ada di bank muamalat itu sendiri dan dengan harga dan place promotion. Tidak hanya itu kinerja marketing atas mekanisme kerja marketing dalam mempromosikan produk funding kepada nasabah dengan mempelajari profil nasabah sebelum membuat rekening di BMI. Disamping itu pelayanan kepada nasabah sangat mendukung untuk promosi dalam mempengaruhi keputusan nasabah untuk menabung.

Customer's Decisions To Save In Sharia Banking Among Jakarta Millennial

“…This is supported by previous research conducted by (Zuhirsyan & Nurlinda, 2018). A previous study states that promotional factors greatly influence making customer decisions to save at Islamic banks (Hasanuddin, SS, & Nofrianto, 2019). The intention-to-save variable is also said to influence customer decision-making to save in Islamic banks.…”

“…Promotion can be used as a tool to influence consumers to buy a (Putra & Mulazid, 2018). A study said that promotional variables positively influenced customer decisions to use Islamic bank products (Hasanuddin et al, 2019). Agree with previous research, promotional factors also positively influence customer decisions to save at the North Sumatra branch of the Islamic bank (Gautama Siregar, 2018).…”

“…But other research states that religiosity does not influence customers' decisions to save in Islamic banking (Pakkawaru, 2018). Promotion is also one of the determining factors for customer decisions in saving in Islamic banking (Gautama Siregar, 2018;Hasanuddin et al, 2019;Tajudin & Mulazid, 2017). On the other hand, previous research has stated that promotion does not affect customers' decisions to save in Islamic banking (Fajar Fahrudin & Yulianti, 2015).…”

“…Promotion is an activity that communicates the benefits of a product and persuades target consumers to buy the product (Tajudin & Mulazid, 2017). The promotion aims to increase sales of a product (Hasanuddin et al, 2019). In a marketing mix activity, promotion is an activity carried out at the end of the process.…”

“…Promotion is an activity that communicates the benefits of a product and persuades target consumers to buy the product (Tajudin & Mulazid, 2017). The promotion aims to increase sales of a product (Hasanuddin et al, 2019). Promotion indicators used to measure this variable are sales promotion, advertising, personal selling, public relations, direct selling.…”