Analisis Pengaruh Promosi, Lokasi, Dan Kualitas Pelayanan Terhadap Keputusan Menabung Pada Nasabah PT. Bank Mega Syariah KCP Bekasi

Hasanah, Rabiatul (2022) Analisis Pengaruh Promosi, Lokasi, Dan Kualitas Pelayanan Terhadap Keputusan Menabung Pada Nasabah PT. Bank Mega Syariah KCP Bekasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study aims to determine the quality of promotion, location, and quality of service on the decision to save in Islamic banks, as well as analyze the suitability of the use of Islamic banks with the needs and desires of customers. The population used in this research is the customers of Bank Mega Syariah Bekasi Branch Office as many as 100 customers as the object of research. The data management in this study uses the SPSS Statistics 21 application as a tool to analyze the data, by performing analysis techniques of research instrument testing through validity and reliability tests, classical assumption tests through normality tests, heteroscedasticity tests and multicollinearity tests. Statistical test through t-test, F-test, coefficient of determination (R2) and multiple linear regression test. The results of this study indicate that the results of the t-test of promotion variables and service quality variables have a positive and significant effect on decisions. While the location variable has a positive but not significant effect on saving decisions. The results of the F-test on promotion, location and service quality have a positive and significant effect on saving decisions. The result of the coefficient of determination test (R2) is 0.693, which means that the contribution of the independent variables (promotion, location, service quality) affects the dependent variable (decision) by 69.3% and the remaining 30.7% is influenced by variables outside the model. Based on the results of the research above, it can be concluded that promotion, location and service quality are the driving factors for increasing customer decisions to save. Thus, the management of Bank Mega Syariah should further improve the quality of promotion, location and quality of service in order to increase customer decisions to save. Keywords: Promotion, Location, Service Quality, Decision.

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