ANALISIS PENGARUH BAURAN PROMOSI PT. BANK DANAMON TBK DI PALEMBANG TERHADAP KEPUTUSAN MENABUNG DI TABUNGAN DANAMON

MARTEN, FARLY and Wahab, Zakaria and Nofiawaty, Nofiawaty (2010) ANALISIS PENGARUH BAURAN PROMOSI PT. BANK DANAMON TBK DI PALEMBANG TERHADAP KEPUTUSAN MENABUNG DI TABUNGAN DANAMON. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui pengaruh bauran promosi terhadap keputusan nasabah untuk menabung dan 2) mengetahui variable bauran promosi yang paling dominan pengaruhnya terhadap keputusan menabung. Hasil penelitian ini menunjukan bahwa bauran promosi mempengaruhi keputusan nasabah untuk menabung. Dari ke empat variabel bauran promosi hanya tiga yang mempengaruhi keputusan nasabah untuk menabung secara signifikan. Variabel bauran promosi yang paling dominan mempengaruhi keputusan nasabah untuk menabung adalah periklanan dan personal selling. Agar nasabah tertarik untuk menabung, Bank Danamon harus meningkatkan jumlah iklan Tabungan Danamon. Selain itu, Bank Danamon harus meningkatkan kemampuan personal selling karyawannya.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Promosi dan Keputusan Menabung
Subjects:	H Social Sciences > HG Finance > HG1660 Bank accounts. Bank deposits. Deposit banking
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Hilda Safitri Rts
Date Deposited:	01 Apr 2021 03:24
Last Modified:	01 Apr 2021 03:27
URI:	http://repository.unsri.ac.id/id/eprint/44702

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