The Impact of Promotional Strategies on Customer Decisions to Save at PT Bank Sumut KCP USU
DOI:
https://doi.org/10.35870/emt.v8i3.2675Keywords:
Promotion Strategy, Customer Decision, SavingAbstract
This research examines how PT Bank Sumut KCP USU's promotion strategy affects customers' decisions to save. The study's population consists of 12,650 customers of PT Bank Sumut KCP USU. Using the Slovin formula, 100 participants were selected for the sample. The data analysis approach employed multiple linear regression analysis, including statistical tests (F, T, and determination coefficient) and tests for classical assumptions (normality, multicollinearity, autocorrelation, and heteroscedasticity). The normalcy test using Kolmogorov-Smirnov found that the data distribution is normal. There were no signs of heteroscedasticity, autocorrelation, or multicollinearity. The regression analysis revealed a partially positive and significant influence from advertising and direct marketing, and a partially positive but non-significant effect from sales promotion, public relations, and personal sales. An R-squared value of 0.488 indicates that the independent variables explain 48.8% of the variance in the dependent variable, with the remaining 51.2% attributed to factors not included in the regression model
Downloads
References
Alfiyanto, A. (2020). Manajemen pemasaran jasa pendidikan berbasis budaya religius. Adaara: Jurnal Manajemen Pendidikan Islam, 10(1). https://doi.org/10.35673/ajmpi.v10i1.867
Ana, D. E., & Zunaidi, A. (2022). Strategi perbankan syariah dalam memenangkan persaingan di masa pandemi Covid-19. Proceedings of Islamic Economics, Business, and Philanthropy, 1(1), 167–188.
Breusch, T. S., & Pagan, A. R. (1979). A simple test for heteroscedasticity and random coefficient variation. Econometrica, 47(5), 1287. https://doi.org/10.2307/1911963
Corlett, W. J., & Aigner, D. J. (1972). Basic econometrics. The Economic Journal, 82(326). https://doi.org/10.2307/2230043
Dionata, K. (2016). Analisis strategi rekrutmen karyawan Bank Muamalat Indonesia. In Prodi Manajemen Dakwah UIN Syarif Hidayatullah.
Fadli, M. F. (2021). Strategi pemasaran untuk meningkatkan keunggulan kompetitif pada PT Telkom Pontianak. Jurnal Ekonomi Integra, 11(1), 001. https://doi.org/10.51195/iga.v11i1.148
Febriyanti, Maryance, Imanuddin, M., Alfiyanto, A., & Hidayati, F. (2022). Peran humas dalam manajemen pemasaran jasa pendidikan di MA Al-Mu’awanah Pamulutan Ogan Ilir. E-Qien: Jurnal Ekonomi Dan Bisnis, 10(1), 467–471. https://doi.org/10.34308/eqien.v10i1.561
Field, A. (2013). Discovering statistics using IBM SPSS statistics (4th ed.). SAGE Publications Ltd.
Fitri Anggreani, T. (2021). Faktor-faktor yang mempengaruhi SWOT: Strategi pengembangan SDM, strategi bisnis, dan strategi MSDM (suatu kajian studi literatur manajemen sumberdaya manusia). Jurnal Ekonomi Manajemen Sistem Informasi, 2(5), 619–629. https://doi.org/10.31933/jemsi.v2i5.588
Flury, B., Murtagh, F., & Heck, A. (1988). Multivariate data analysis. Mathematics of Computation, 50(181), 352. https://doi.org/10.2307/2007941
Ghasemi, A., & Zahediasl, S. (2012). Normality tests for statistical analysis: A guide for non-statisticians. International Journal of Endocrinology and Metabolism, 10(2), 486–489. https://doi.org/10.5812/ijem.3505
Gunawan Aji, Natalia Casha, Siti Fatimah, & Allisa Qotrunnada Munawaroh. (2023). Pengaruh budaya terhadap penerapan strategi pemasaran internasional. Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 2(2), 159–169. https://doi.org/10.55606/jempper.v2i2.1427
Hall, S. (2013). Using multivariate statistics (6th ed.). Pearson.
Irawan, D. (2020). Peningkatan daya saing usaha mikro, kecil dan menengah melalui jaringan usaha. Jurnal Ilmiah Manajemen, 11(2), 103–116. https://doi.org/10.32670/coopetition.v11i2.82
Listyawati, N. (2020). Strategi pemasaran produk perbankan terhadap upaya peningkatan nasabah di BNI KCP PINRANG. Angewandte Chemie International Edition, 6(11), 951–952.
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). World Scientific Publishing Co Inc.
Melina, F. (2020). Pembiayaan murabahah di Baitul Maal Wat Tamwil (BMT). Jurnal Tabarru’: Islamic Banking and Finance, 3(2), 269–280. https://doi.org/10.25299/jtb.2020.vol3(2).5878
Padang, N. N. (2022). Faktor-faktor yang mempengaruhi tingkat pemberian suku bunga kepada nasabah dan debitur pada PT. Bank X di Medan. Jurnal Riset Akuntansi & Keuangan, 8(1), 110–118. https://doi.org/10.54367/jrak.v8i1.1751
Poluan, F. M. A., Mandey, S. L., & Ogi, I. W. J. (2019). Strategi marketing mix dalam meningkatkan volume penjualan (studi pada minuman kesehatan instant Alvero). Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3), 2969–2978.
Prayogo, H., & Meiranto, W. (2016). Pengaruh risiko likuiditas terhadap kinerja perbankan (studi kasus pada perusahaan perbankan terdaftar di BEI periode 2012-2014). http://eprints.undip.ac.id/49105/
Robot, J. M. (2015). Analisis pengaruh advertising, personal selling, sales promotion, publicity dan word of mouth terhadap keputusan pembelian. Jurnal Riset Bisnis Dan Manajemen, 3(3), 254–267.
Rosyada, M., & Wigiawati, A. (2020). Strategi survival UMKM batik tulis Pekalongan di tengah pandemi Covid-19 (studi kasus pada “Batik Pesisir” Pekalongan). Jurnal Bisnis Dan Kajian Strategi Manajemen, 4(2). https://doi.org/10.35308/jbkan.v4i2.2424
Rullah, R. Z. (2016). Strategi pelayanan dalam meningkatkan kepuasan nasabah dalam sistem murabahah pada leasing FIF (Federal International Finance) Syari’ah Taman Palem Jakarta Barat. UIN Jakarta.
Supriono, H. (2017). Analisis strategi pemasaran produk tabungan emas PT. Pegadaian (Persero) cabang syariah terhadap peningkatan jumlah nasabah. Universitas Islam Negeri Raden Intan Lampung, 4(6).
Tabri, N., & Elliott, C. M. (2012). Principles and practice of structural equation modeling. Canadian Graduate Journal of Sociology and Criminology, 1(1), 59–60. https://doi.org/10.15353/cgjsc.v1i1.3787
Tuti Anggraini, I. A. (2021). Analisis strategi pemasaran produk pembiayaan pensiun pada Bank Syariah Indonesia KCP Stabat. Journal Economy and Currency Study (JECS), 3(2), 47–66. https://doi.org/10.51178/jecs.v3i2.298
Wijaya, H., & Sirine, H. (2016). Strategi segmenting, targeting, positioning serta strategi harga pada perusahaan kecap Blekok di Cilacap. Ajie, 1(3), 175–190. https://doi.org/10.20885/ajie.vol1.iss3.art2
Wooldridge, J. M. (2015). Introductory econometrics: A modern approach (6th ed.). Cengage Learning.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Immanuel Edy Suranta Sebayang
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
