ANALYSIS OF FACTORS AFFECTING THE DECISION OF CUSTOMERS HAVE CARTUPLUS AT BNI SEMARANG BRANCH.

Amount: ANALYSIS OF FACTORS AFFECTING THE DECISION OF CUSTOMERS HAVE CARTUPLUS AT BNI SEMARANG BRANCH.

Authors: SUBOWO

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

Efforts to raise funds from the public need to be actively carried out by the bank through good service and satisfying customers. To be able to provide good service, the bank must know the characteristics and desires of the community. Thus the products offered by the bank will be accepted by prospective customers. Products that are popular in the community both in terms of the name and the benefits of the product itself are expected to help prospective savers to make decisions to save in a bank. There are many factors that can influence a person's saving decision including attractive savings products, guaranteed fund security, strategic bank locations, competitive prices, attractiveness of promotions, adequate facilities, attractive appearance of employees and fast and pleasant service processes. The problem that may be revealed in this study is whether product factors, security of funds, location, price, promotion, facilities, participants and processes can influence the customer's decision to have a BNI Kartuplus Semarang Branch. funds, locations, prices, promotions, facilities, participants and the process of customer decisions to have Kartuplus BNI Semarang Branch. The population of this research are savers and owners of Taplus/Cardplus BNI Semarang Branch. The sample size is 100 people and the sampling uses a non-probability technique with accidental and convenience sampling. Research variables include product (XI), security (X2), location (X3), price (X4), promotion (XS), facilities (X6), participants (X?), process (X8) and the decision to save/have a plus card. (Y). Data were collected by questionnaires and interviews for primary data and documentation for secondary data. The analytical technique used to test the hypothesis is multiple linear regression. The results showed that product factors, security of funds, location, price, promotion, facilities, participants and processes had a positive effect on the satisfaction of saving/having Kartuplus BNI Semarang Branch. The calculation results obtained F count 62,616 and much larger than F table (df 8/91) of 2,03, thus the hypothesis is proposed that the factors of product, security of funds, location, price, promotion, facilities, participants and process has a significant influence on the customer's decision to accept the Kartuplus BNI Semarang Branch. Together, the contribution of the independent variables of product, security of funds, location, price, promotion, facilities, participants and processes to the dependent variable of the customer's decision to have Kartuplus BNI Branch, Semarang is 83,28% while the remaining 16,72°% is influenced by factors others that were not disclosed in this study. In addition, from the calculation results, it is known that the coefficient of partial determination of the process variable of 11,46% has the most significant influence on the decision to have a savings/cardplus BNI Semarang Branch. Based on the results of this study, it is expected to provide an overview, especially to the management of BNI Semarang Branch. Considering that the process variable has the most significant influence but in terms of percentage it is considered relatively small, it is necessary to improve services, especially to create speed and order in handling transactions. In terms of facilities, it is necessary to think about the existence of an adequate parking space and supported by the effectiveness of the arrangement. In addition, it is necessary to increase the intensity of promotions, especially through electronic media.

Keywords: BANKING AND BANKING

sources: http://repository.unair.ac.id/34821/