The Influence of Promotional Mix on Customer Savings Decisions

  • Ibrahim Bazergan Institut Bisnis dan Keuangan Nitro
  • Zulkipli Institut Bisnis dan Keuangan Nitro
  • Muhammad Ashary Anshar Institut Bisnis dan Keuangan Nitro
  • Andi Lutfi STIE Tri Dharma Nusantara
  • A. Aiyul Ikhram Universitas Sulawesi Barat
Keywords: Advertising, Personal Selling, Sales Promotion, Public Relation, Saving Decisions

Abstract

The purpose of this study is to analyze and examine the impact of the promotional mix, which includes advertising, personal selling, sales promotion, and public relations, on the customer's decision to save at PT Bank Rakyat Indonesia. This study gathered data from 100 respondents who completed a questionnaire. Multiple regression analysis was used to analyze the research data, including several stages of data testing such as validity, reliability, normality, autocorrelation, and heteroscedasticity tests. The R-Square test, simultaneous test, and partial test are used to test the hypothesis that we propose in this study. Objectively, our study demonstrates that advertising, personal selling, and sales promotion all have a positive and significant effect on customer decisions, both partially and simultaneously. Meanwhile, community relations had no discernible impact. The primary factor influencing customer decisions is the sales promotion variable.

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Published
2021-05-31
How to Cite
Bazergan, I., Zulkipli, Anshar, M. A., Lutfi, A., & Ikhram, A. A. (2021). The Influence of Promotional Mix on Customer Savings Decisions. Point Of View Research Management, 2(2), 132-138. Retrieved from https://www.journal.accountingpointofview.id/index.php/POVREMA/article/view/135
Section
Articles