Title: ANALYSIS OF CUSTOMER DECISIONS TO SAVING IN SIMPEDA SAVINGS AT BANK NTB

Author: ANASTASIA PRIMADIANI C

Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The competitive landscape of banking in West Nusa Tenggara (NTB) for obtaining low-cost funds is very tight. With the trend of Third Party Fund (DPK) growth tending to weaken, banks are being urged to be more active and proactive in obtaining low-cost funds from customers. This study seeks to examine and analyze customer decisions in saving in Simpeda savings accounts at Bank NTB. Two main indicators are analyzed: the factors that motivate customers to save and transact using Simpeda savings accounts at Bank NTB and the effectiveness of the Simpeda savings lottery program in increasing public savings. To test this, the study employed a qualitative approach. The method used was in-depth interviews with 27 respondents using open-ended questions. The interview results were summarized and analyzed using data processing techniques such as data reduction, data display, and conclusion drawing. Data validity was tested using triangulation techniques by cross-checking the answers of other respondents. Based on the analysis, it was found that Bank NTB customers' motivations for saving and transacting using Simpeda savings accounts were generally due to salary and allowance distribution, easy location and access, the obligation to open an account for credit installments, and being a partner in government projects. In general, Simpeda savings customers were quite satisfied with their savings and transactions. However, the inconsistent service, the lack of special services for large customers, and the lack of banking features made customers less satisfied with the service provided, especially when compared to other banks. The effectiveness of the Simpeda prize draw program was also ineffective in obtaining additional funds from customers. This was due to the lack of promotional programs, so customers did not have clear information about the program being implemented, Bank NTB's network was still limited to the city/district center area, there was a gap between customer expectations and the reality of the draws, and there was opportunistic behavior from customers due to the draw system that only took into account the fund position at the time of the draw. Therefore, recommendations were provided to improve remaining weaknesses and review the prize draw mechanism.

Keywords: Savings/deposits, bank promotions, lottery program

Sources: http://repository.unair.ac.id/39051/