Title: ANALYSIS OF FACTORS THAT INFLUENCE CUSTOMER DECISIONS TO HAVE A CARTUPLUS AT THE BNI SEMARANG BRANCH

Authors: SUBOWO

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

Abstract

Banks need to actively raise funds from the public through good service and customer satisfaction. To provide good service, banks must understand the characteristics and desires of the public. Therefore, the products offered by the bank will be accepted by potential customers. Products that are well-known to the public, both in terms of name and benefits, are expected to help potential savers decide to save at a bank. Many factors can influence a person's saving decision, including attractive savings products, guaranteed fund security, strategic bank locations, competitive prices, attractive promotions, adequate facilities, attractive employee appearance, and fast and pleasant service processes. The problem that may be revealed in this study is whether product factors, fund security, location, price, promotion, facilities, participants, and processes can influence the decision of customers to own a BNI Semarang Branch card. The purpose of this study is to determine whether or not there is an influence of product factors, fund security, location, price, promotion, facilities, participants, and processes on the decision of customers to own a BNI Semarang Branch card. The population of this study is savers and owners of Taplus/Kartuplus BNI Semarang Branch. The sample size was 100 people and the sampling used non-probability techniques with accidental and convenience sampling. The research variables included product (XI), security (X2), location (X3), price (X4), promotion (XS), facilities (X6), participants (X?), process (X8) and the decision to save/have a kartuplus (Y). Data were collected by questionnaires and interviews for primary data and documentation for secondary data. The analysis technique used to test the hypothesis was multiple linear regression. The results of the study showed that product factors, security of funds, location, price, promotion, facilities, participants and process had a positive effect on the satisfaction of saving/having a kartuplus at BNI Semarang Branch. The calculation results obtained F count 62.616 and were much larger than F table (df 8/91) of 2.03, thus the proposed hypothesis that product factors, security of funds, location, price, promotion, facilities, participants and process had a significant influence on the decision of customers to have a kartuplus at BNI Semarang Branch was accepted. Collectively, the contribution of the independent variables of product, security of funds, location, price, promotion, facilities, participants, and process to the dependent variable of the customer's decision to have a BNI Branch Plus card, Semarang, is 83.28%, while the remaining 16.72% is influenced by other factors not disclosed in this study. In addition, the calculation results show that the partial determination coefficient of the process variable is 11.46%, which has the most significant influence on the decision to have savings/BNI Branch Plus cards. Based on the results of this study, it is hoped that it can provide an overview, especially for the management of the BNI Semarang Branch. Considering that the process variable has the most significant influence, but in terms of percentage, it is still considered relatively small, it is necessary to improve services, especially to create speed and orderly transaction handling. In terms of facilities, it is necessary to consider the availability of adequate parking space and supported by effective management. In addition, the intensity of promotions, especially through electronic media, needs to be increased. With attractive promotions, it is hoped that it can attract new customers and convince existing customers that saving at BNI Taplus is safe and profitable.

Keywords: customers, kartuplus

Sources: http://repository.unair.ac.id/84392/