Pengaruh Bauran Promosi Terhadap Keputusan Nasabah Dalam Memilih Produk Tabungan Pada PT. BPR Guguak Mas Makmur Kabupaten Lima Puluh Kota

Fauzan, M Darul (2022) Pengaruh Bauran Promosi Terhadap Keputusan Nasabah Dalam Memilih Produk Tabungan Pada PT. BPR Guguak Mas Makmur Kabupaten Lima Puluh Kota. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of the promotion mixof savings products at PT. BPR Guguak Mas Makmur Kabupaten Lima Puluh Kota and analyze customer decisions on savings products at PT. BPR Guguak Mas Makmur Kabupaten Lima Puluh Kota, this study also aims to analyze the effect of the promotion mix on customer decisions in choosing savings products at PT. BPR Guguak Mas Makmur. This research method uses quantitative methods with a descriptive approach. The results of this study indicate that the promotion mix variable (X) which consists of indicators of advertising, personal selling, sales promotion, public relations, and direct marketing has a positive and significant influence on the customer decision variable (Y) which consists of indicators of problem recognition, search information, evaluation of alternatives, purchase decisions and post-purchase behavior. Data processing in this study uses data analysis techniques validation test, reliable test, classical assumption of data normality, T test and determination test using SPSS.25. Based on the tests conducted, the results of the promotion mix influence customer decisions.

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