Analisis Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Menabung Dan Minat Menabung Sebagai Variabel Moderating Pada Bank Mandiri Kantor Cabang Urip Sumoharjo Kota Kupang

MERTA, I Made (2019) Analisis Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Keputusan Menabung Dan Minat Menabung Sebagai Variabel Moderating Pada Bank Mandiri Kantor Cabang Urip Sumoharjo Kota Kupang. Masters thesis, Universitas Katolik Widya Mandira.

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Abstract

Mandiri Bank-Urip Sumoharjo Branch Office is one of the Branch Offices of PT. Bank Mandiri (Persero) Tbk, which has been operating in Kupang City since 1999 (Legacy BDN Kupang since 1967). Based on data on the number of customers, it shows that customer growth at Bank Mandiri KC Urip Sumoharjo has decreased every year. The big decline was in 2018, where there was a decline of 480 customers or a decrease of 2.14% from the previous year. There is an assessment of the quality of service from vendors, where the 2018 Customer Satisfaction Index (CSI) is not good and promotion is still limited to the office environment. The research questions of this study are: 1) What is the description of saving decisions, interest in savings, service quality and promotion at Mandiri Bank-Urip Sumoharjo Branch Office in Kupang?; 2) Do the quality of service and promotion positively and significantly influence the interest in savings at Mandiri Bank-Urip Sumoharjo Branch?; 3) Do the quality of service, promotion and interest in saving positively and significantly influence the decision to save money at Mandiri Bank-Urip Sumoharjo Branch Office in Kupang? The population of this study was the customers of Mandiri KC Bank Urip Sumoharjo in Kupang City, amounting to 22,457 people and the number of samples of 180 people determined by the estimated parameter formula, while the sample selection was purposive sampling. Data analysis is descriptive statistical analysis and inferential statistical analysis with the Amos SEM application. The descriptive analysis results revealed that,the variables of saving decision = 65.80; interest in saving = 66.24; service quality = 66.47 and promotion = 66.9. All the variables are “Fair”. The SEM test results show that service quality (4.66; prob. 0,000) and promotion (2.339; 0,000) have a positive and significant effect on interest in savings. Furthermore, service quality (4.161; 0,000), promotion (4.881; 0,000) and interest in saving (2.779; 0,005) have a positive and significant effect on saving decisions. Based on the results of this study, it is recommended that the management of Bank Mandiri KC Urip Sumoharjo Kota Kupang, to increase interest in saving, by explaining the benefits of saving, so that people want to choose savings products at Bank Mandiri KC Urip Sumoharjo, Kupang City. Improve and improve service quality, especially on guarantee indicators by guaranteeing the security of customer savings at Kupang City Krip Urip Sumoharjo Bank, as well as improving promotions, especially on promotion frequency indicators, such as increasing types of promotions and promotions not only on Public Holidays or National Holidays.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Savings Decision, Interest in Savings, Service Quality, Promotion
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HJ Public Finance
Divisions: Fakultas Ekonomika dan Bisnis > Program Studi Magister Manajemen
Depositing User: S.Ptk Dami Damianus
Date Deposited: 05 Nov 2019 01:51
Last Modified: 05 Nov 2019 01:57
URI: http://repository.unwira.ac.id/id/eprint/768

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