PENGARUH PRODUK DAN PROMOSI TERHADAP KEPUTUSAN NASABAH MENABUNG DI BANK SYARIAH INDONESIA KC JAMBI PATTIMURA DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERATING
DOI:
https://doi.org/10.55606/jurimbik.v3i3.608Abstract
This research is motivated by the instability of customers who are still experiencing ups and downs of customers. The purpose of this study was to determine the effect of products and promotions on customers' decisions to save in Islamic banks with religiosity as a moderating variable. This study used a quantitative method with a sample of 100 respondents and a non-probability sampling technique. The data analysis tool in this study used moderated regression analysis (MRA), which was processed using the IBM SPSS Statistics 25 tool. The results of this study have an influence on the customer's decision to save at Bank Syariah Indonesia KC Jambi Pattimura with a significance value of 0.001 <0.05. Promotion has an influence on customers' decisions to save at Bank Syariah Indonesia KC Jambi Pattimura with a significance value of 0.000 < 0.05. Simultaneously, the product and promotion variables influence the customer's decision to save at Bank Syariah Indonesia KC Jambi Pattimura with a significance value of 0.000 < 0.05. And the Religiosity variable is known that the significant value of 0.000 is less than 0.05 and the R Square value is 0.821 meaning that religiosity moderates the simultaneous effect of product and promotion on customers' saving decisions
References
Kementerian Agama, R. I. "Al-Qur’an." Jakarta: Yayasan Penyelenggara Penterjemah/Pentafsir Al-Qur’an (1971)
Gita Danupranata, (2013). “Buku Ajar Manajemen Perbankan Syariah” (Jakarta: Salemba Empat.
Imam Ghozali, (2006). Aplikasi Analisis Multivariete Dengan Program IMB SPSS 21 (Semarang: Badan Penerbit Universitas Diponegoro)
(4) Muhammad Firmansyah, (2019). Buku Pemasaran Produk Dan Merek
(5) Philip Kotler and Gary Armstrong, (2019). “Prinsip-Prinsip Pemasaran” (Edisi, 2008)
(6) Sugiyono, (2016). Metode Penelitian Kombinasi (Mix Methods) (Bandung: Alfabeta)
(7) Budi Gautama Siregar, “Pengaruh Produk Dan Promosi Terhadap Keputusan Menjadi Nasabah Tabungan Marhamah Pada Pt. Bank Sumut Cabang Syariah Padangsidimpuan,” TAZKIR: Jurnal Penelitian Ilmu-Ilmu Sosial Dan Keislaman 4, no. 1 (2018).Diakses pada tanggal 12 Desember 2022 http://jurnal.iain-padangsidimpuan.ac.id/index.php/TZ/article/view/1060.
(8) Apri Diana Ariska, “Pengaruh Produk Dan Promosi Terhadap Keputusan Menjadi Nasabah Tabungan,” AmaNU: Jurnal Manajemen dan Ekonomi 3, no. 2 (2020)Diakses pada tanggal 12 Desember 2022https://www.ejournal.unugha.ac.id/index.php/amanu/article/view/340.
(9) Robertus Andy Nugroho, Nawazirul Lubis, and Apriatni Endang Prihartini, “Pengaruh Produk Dan Promosi Terhadap Keputusan Menabung Tabungan Simpedes Di PT. Bank Rakyat Indonesia (PERSERO) Tbk. Cabang Semarang Pattimura,” Jurnal Ilmu Administrasi Bisnis 3, no. 4 (2014)Diakses pada tanggal 15 Desember 2022 https://ejournal3.undip.ac.id/index.php/jiab/article/download/6246/6032.
(10) Hilmi Musyaffa and Muhammad Iqbal, “Pengaruh Religiusitas, Kualitas Layanan, Dan Promosi Terhadap Minat Menabung Di Bank Syariah,” Perbanas Journal of Islamic Economics and Business 2, no. 2 (2022) Diakses pada tanggal 15 Desember 2022 https://joieb.perbanas.id/index.php/Joieb/article/view/61.
(11) Asri Handayani, Heru Aulia Azman, and Ismail Ismail, “Pengaruh Pengetahuan Dan Sikap Terhadap Perilaku Memilih Bank Syariah Dengan Faktor Religiusitas Sebagai Moderating Variable, ”Ekonomika Syariah: Journal of Economic Studies 3, no. 1 (2019)Diakses pada tanggal 23 Desember 2022
https://ejournal.iainbukittinggi.ac.id/index.php/febi/article/view/934.
Koerniawan, I., Samiha, Y. T., Fatimah, C. E. A., Terminanto, A. A., & Irviani, R. (2020). Understanding Micro Small Medium Enterprise in Indonesia. European Journal of Molecular & Clinical Medicine, 7(02), 1191-1203.
(12) Muhammad Zuardi, Muslim Marpaung, and Irma Suryani Lubis, “Analysis of Customer Loyalty and The Influence of Product Attributes, Promotions and Religious Commitments on The Decision to Choose Saving Products in Sharia Bank Sumut,” International ABEC, (2021) Diakses pada tanggal 04 April 2023
https://abecindonesia.org/iabec/index.php/iabec/article/view/53.
(13) Arum Agustina Kusnaningtyas, “Pengaruh Produk Dan Promosi Terhadap Keputusan Nasabah Menabung Di Bri Syariah Kcp Ponorogo” (Phd Thesis, IAIN Ponorogo, 2019)
(14) Septi Yulianti, “Pengaruh Produk Dan Promosi Terhadap Keputusan Nasabah Menabung Di Bank Muamalat KCP Ponorogo Dengan Religiusitas Sebagai Variabel Moderating” (PhD Thesis, IAIN Ponorogo, 2021)
(15) Muslika Asna, “Pengaruh Promosi Dan Kualitas Produk, Terhadap Keputusan Nasabah Menabung Di Bank Syariah Dengan Religiusitas Sebagai Variabel Intervening (Studi Pada Bank Jateng Syariah Cabang Salatiga),” 2022
(16) Heri Irawan, “Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Menabung Tabungan Rencana Pada PT. Bank Muamalat Indonesia, Tbk KCP Binjai” (PhD Thesis, 2018)
Sri Ernawati, & Iwan Koerniawan. (2023). Pengaruh Label Halal Dan Kesadaran Halal Terhadap Minat Pembelian Konsumen Pada Produk Umkm Di Kota Bima. E-Bisnis : Jurnal Ilmiah Ekonomi Dan Bisnis, 16(1), 207-215.
(17) Francy Iriani and Rini Indriyani, “Pengaruh Kualitas Produk, Persepsi Harga Dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Sariayu Martha Tilaar,” Kemampuan Koneksi Matematis (Tinjauan Terhadap Pendekatan Pembelajaran Savi) 53, no. 9 (2019)
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
