PENGARUH PERIKLANAN, PROMOSI PENJUALAN, PENJUALAN PERSONAL, PEMASARAN LANGSUNG, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENABUNG DI BANK SYARIAH ( STUDI KASUS PADA MAHASISWA MAHASISWI DI PROVINSI YOGYAKARTA)

Anita Wika Rizkia, NIM.: 17108020118 (2021) PENGARUH PERIKLANAN, PROMOSI PENJUALAN, PENJUALAN PERSONAL, PEMASARAN LANGSUNG, WORD OF MOUTH, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENABUNG DI BANK SYARIAH ( STUDI KASUS PADA MAHASISWA MAHASISWI DI PROVINSI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to determine the effect of advertising, sales promotion, personal selling, direct marketing, word of mouth, and service quality on the decision to save in a case study Islamic bank to the people in the Special Region of Yogyakarta. This research is a causal study which aims to determine whether one variable can influence other variables. The sample in this study were 100 respondents using the convenience sampling method. The data in this study were obtained through a questionnaire distributed by online method to female students studying in Yogyakarta province. The data analysis method used in this research is validity test, reliability test, classical assumption test, and multiple linear regression analysis with IBM SPSS 21. The results of this study indicate that advertising has a significant positive effect on the decision to save in Islamic banks. Sales promotion has no effect on the decision to save in Islamic banks. Personal selling has no effect on the decision to save in Islamic banks. Direct marketing has a significant positive effect on the decision to save at Islamic banks. Word of Mouth has a significant positive effect on the decision to save in Islamic banks. Service quality has a significant positive effect on the decision to save at Islamic banks.

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