Pengaruh bauran promosi terhadap keputusan nasabah memilih produk tabungan faedah di PT. Bank BRI Syariah KCP Pamekasan

INDONESIA:

Meningkatnya kebutuhan masyarakat terhadap keberadaan sistem perbankan yang sesuai dengan prinsip syariah mendapat respon positif dari pemerintah. Berbagai macam langkah dilakukan bank dengan tujuan menghimpun dana masyarakat, untuk meningkatkan profitabilitas bank dalam mencari nasabah menggunakan strategi pemasaran. Pengarahan kegiatan pemasaran dapat dilakukan dengan menetapkan garis-garis besar pedoman atau patokan/panduan umum perusahaan dalam bidang pemasaran, yang sering dikenal dengan kebijakan pemasaran dengan menekankan pemberian pelayanan yang dapat memuaskan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran promosi terhadap keputusan nasabah memilih produk tabungan Faedah di PT. Bank BRI Syariah KCP Pamekasan serta variabel dari bauran promosi yang memiliki pengaruh paling dominan terhadap keputusan nasabah memilih produk tabungan Faedah di PT. Bank BRI Syariah KCP Pamekasan.

Penelitian ini menggunakan pendekatan kuantitatif yang bersifat hubungan kausal. Sampel dalam penelitian ini adalah 95 responden. Data dikumpulkan dengan kuesioner. Analisis data dalam penelitian ini menggunakan metode Statistical Product And Service Solutions (SPSS).

Dari hasil uji regresi linier berganda di peroleh hasil bahwa bauran promosi periklanan; publisitas; promosi penjulan secara satu persatu (parsial) berpengaruh terhadap keputusan nasabah memilih produk tabungan Faedah di PT. Bank BRI Syariah KCP Pamekasan dan penjualan pribadi; tidak berpengaruh. Sedangkan Dari hasil uji regresi linier berganda di peroleh hasil bahwa dari variabel bauran promosi yang paling dominan konstribusinya terhadap keputusan nasabah memilih produk tabungan Faedah di PT. Bank BRI Syariah KCP Pamekasan KCP Pamekasan yaitu variabel Publisitas.

ENGLISH:

The high public needs against the existence of a banking system that is in accordance with sharia principles received a positive response from the government. The steps are taken by banks to raise public funds, to increase bank profitability in finding customers using marketing strategies. The direction of marketing activities can be done by setting guidelines for general companies in the field of marketing which is often known as marketing policy by emphasizing the provision of services that can satisfy consumers. The research aims determining the Influence of promotion mix against customer decisions in selecting Faedah Savings Products at PT. BRI Syariah of Pamekasan Branch office, as well as the variable of the promotion mix that has the most dominant influence on the customer decisions in selecting Faedah Savings Products at PT. BRI Syariah of Pamekasan Branch office.

The research used a quantitative approach that has causal relation. The samples were 95 respondents. Data were collected by questionnaire. Data analysis used the Statistical Product And Service Solutions (SPSS) method.

The results of multiple linear regression test were obtained that the advertising promotion mix; publicity; sales promotion together (simultaneous) influenced against the decision of the customer in selecting Faedah Savings Products at PT. BRI Syariah, not specification is personaling sales, and the results of multiple linear regression test results obtained from the promotion mix variable that had the most dominant contribution against the decision of the customer in selecting Faedah Savings Products at PT. BRI Syariah of Pamekasan Branch office was Publicity variable.