PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENABUNG NASABAH PT BANK JATIM KCP UNTAG SURABAYA (Studi kasus pada produk tabungan simpeda di PT Bank Jatim KCP UNTAG Surabaya)

Abstract

This study aims to examine and determine the effect of the marketing mix on saving decisions. This type of research is quantitative research with a comparative causal approach to ex post facto research. The population used is customers who use the Simpeda savings product at PT Bank Jatim KCP UNTAG Surabaya, the number of which cannot be predicted. The sampling technique used is non-probability sampling with the results of the number of samples obtained as many as 100 respondents. The type of data used is primary data obtained from distributing questionnaires. The data collection technique was using a Likert scale while the instruments used in this study used validity and reliability tests. The method of analysis using multiple linear regression. The results of hypothesis testing in this study indicate that the process and physical evidence have a positive and significant effect on saving decisions, while product, price and people have a positive and insignificant effect on saving decisions, in addition to promotion and location the results have a negative and insignificant effect on saving decisions.