ANALISIS PENGARUH PROMOSI, PRODUK, DAN REPUTASI TERHADAP MINAT MENABUNG PENDUDUK KECAMATAN MEDAN SUNGGAL DI BANK SYARIAH

Abstract

ABSTRACT

The economy always requires banking, and in Indonesia, there are two types of banking, conventional banking and sharia banking, where one way for both types of banks to obtain public funds is through savings. This research aims to analyze the factors that influence the interest of the population in Medan Sunggal Subdistrict to save money in Sharia Banks. The factors that influence the interest in saving money in Sharia Banks among the population in Medan Sunggal Subdistrict are Promotion, Product, and Reputation. The population in this study is all residents of Medan Sunggal Subdistrict, and the sample is taken using purposive sampling. Research data is obtained by distributing questionnaires online and offline, and the data are estimated using Multiple Linear Regression with the help of SPSS software. The results of the study indicate that Sharia Bank promotion has a positive and significant effect on the interest of the population in Sunggal Subdistrict to save money, Sharia Bank products have a positive and significant effect on the interest of the population in Medan Sunggal Subdistrict and are the most dominant variable, Sharia Bank reputation has a positive and significant effect on the interest of the population in Medan Sunggal Subdistrict, and Promotion, Product, and Reputation have a positive and significant effect on the interest of the population in Medan Sunggal Subdistrict to save money.

Keywords: Promotion, Product, Reputation, Interest in Saving