PENGARUH PRODUK DAN PROMOSI TERHADAP KEPUTUSAN MENJADI NASABAH TABUNGAN

Abstract

This study aims to determine the effect of the product and promotion both simultaneously and partially on the decision to become a savings customer at BPRS Bumi Artha Sampang. In the study the samples taken were 75 respondents. Reseach using quantitative methods. The technique used in sampling is random sampling. Data collection techniques using questionnaires and interviews. The results of research conducted by the spss 16.0 program show that the adjusted R square value of 0,513% of the decision to become a saving customer at the BPRS Bumi Artha Sampang is influenced by products and promotion while the remaining 48,7% is influenced by other variables not included in the this research. Simultaneous test results (Test R) showe is the value of f count 40,003 is greater than f table 3.12 whit a significant value of 0,000< 0.05 meaning that the product(X₁) and promotion(X₂) simultaneously have a positive and significant effect on the decision to become a savings customer at BPRS Bumi Artha Sampang. The Partial test results (t Test) of the t test show that the t value ois greater than t tablef that is produk (X₁) 2,823>1,993 and promotion (X₂) 6,457> 1,993 whit a product significance value of produk (X₁) 0,006<0,05 and promotion (X₂) 0,000<0,05 means the product and promotion have a positive and significant effect on the decision to become a savings customer in BPRS Bumi Artha Sampang.

Keywords: products, promotions and decisions to be a savings customer.