Pengaruh Periklanan, Citra Merek Dan Kualitas Layanan Terhadap Keputusan Nasabah Memilih Tabungan Di Bank Negara Indonesia Surabaya

Listiana, Afif (2017) Pengaruh Periklanan, Citra Merek Dan Kualitas Layanan Terhadap Keputusan Nasabah Memilih Tabungan Di Bank Negara Indonesia Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to see the influence of advertising, brand image, and service quality to customer decisions to choose savings at Bank BNI Surabaya. With the independent variables of advertising, brand image and service quality, the dependent variable is the customer's decision. Data collection method used is with the questionnaire. The sample size was 104 respondents, with 30 small samples and 74 large samples. The location of this research is in Surabaya. The analysis technique used descriptive analysis and statistical analysis with multiple linear regression. The data in this research is processed using SPSS 16.0. The research instrument used is the test of validity and reliability test. The results of this study indicate that advertising has no significant effect on the decision of customers to choose savings at Bank BNI Surabaya, as well as brand image has no significant effect on the decision of customers to choose savings at Bank BNI Surabaya. While the quality of service significantly influence the decision of customers choose savings at Bank BNI Surabaya. Simultaneously, advertising, brand image, and service quality together significantly influence the decision of customers to choose savings at Bank BNI Surabaya. Keyword: advertising, brand image, service quality and purchase decision

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 23 Dec 2019 02:59
Last Modified: 23 Dec 2019 02:59
URI: http://eprints.perbanas.ac.id/id/eprint/5742

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