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


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.


Download data is not yet available.


Abratt, R., & Grobler, P. S. (1989). The evaluation of sports sponsorships. International Journal of Advertising, 8(4), 351-362.
Ahmed, S., & Rahman, M. (2015). The effects of marketing mix on consumer satisfaction: A literature review from Islamic perspective. Turkish Journal of Islamic Economics, 2(1), 17-30.
Attia, M. A., Chepyator-Thomson, J. R., Sonkeng, K., & el Azim, H. K. E. D. (2018). Use of Sport Promotion Mix to Increase Consumption of Services: A Case Study of El-Hawwar Sport Club in Egypt. ICHPER-SD Journal of Research, 10(1), 28-38.
Kaluku, F., Mandey, S. L., & Soepeno, D. (2018). Analisis Bauran Promosi Terhadap Keputusan Nasabah Menggunakan Produk Unggulan Pada Bank Syariah Mandiri Cabang Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(2).
Kasmir, J., Senthilkumar, S. R., Britto, S. J. L., & Raj, J. M. (2011). Identification of fungal endophytes from Orchidaceae members based on nrITS (internal transcribed spacer) region. International Research Journal of Biotechnology, 2(6), 139-144.
Kitchen, P. J., Brignell, J., Li, T., & Jones, G. S. (2004). The emergence of IMC: a theoretical perspective. Journal of advertising research, 44(1), 19-30.
Kotler, P. (2005). The role played by the broadening of marketing movement in the history of marketing thought. Journal of Public Policy & Marketing, 24(1), 114-116.
Lugoye, F. M. (2017). To Examine Promotional Mix Influence Towards Customers’ Satisfaction, Loyalty and Retention in Mobile Telecommunication (Doctoral dissertation, The Open University of Tanzania).
Macharia, I. W. (2017). Influence of Promotional Mix Elements On Brand Loyalty In The Kenyan Banking Sector; The Case Study Of NIC Bank Ltd, Harambee Avenue Branch, Nairobi (Doctoral dissertation, United States International University-Africa).
Maina, P., & Afande, F. (2015). Effect of promotional mix elements on sales volume of financial institutions in Kenya: Case study of Kenya post office savings bank. Journal of Marketing and Consumer Research, 11.
Maisya, F. (2013). Pengaruh Periklanan, Promosi Penjualan Dan Hubungan Masyarakat Terhadap Keputusan Menabung Di Pt. Bank Negara Indonesia, Tbk. Cabang Bukittinggi. Jurnal Manajemen, 2(01).
Nugroho, U. (2018). Metodologi Penelitian Kuantitatif Pendidikan Jasmani. Penerbit CV. SARNU UNTUNG.
Petersen, J. A., Kushwaha, T., & Kumar, V. (2015). Marketing communication strategies and consumer financial decision making: The role of national culture. Journal of Marketing, 79(1), 44-63.
Putra, Y. E., Yasri, Y., & Patrisia, D. (2019, April). The Effect of Marketing Mixing Services on Decision of Saving Again. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 132-137). Atlantis Press.
Strutton, D., Pelton, L. E., & True, S. L. (1994). An Investigation of Promotional Mix Considerations for Mail-Order Prescriptions: Facilitating the Market's Acceptance of a Partial Health Care-Cost Remedy. Health marketing quarterly, 11(1-2), 111-134.
Swastha, B. (2005). Irawan. 2005. Manajemen pemasaran modern.
Utamy, O. D. B., & Widhiastuti, R. (2019). The effect of Sharia bank knowledge, promotion, and facilities on savings decisions at Sharia banks with savings interest as mediation variables. Journal of Islamic Economics, Management, and Business, 1(1), 1-28.
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