Pengaruh Bauran Promosi terhadap Keputusan Nasabah Untuk Menabung di PT. Bank Muamalat lndonesia Cabang Medan

Abstract

The development of syariah banking in Indonesia is stimulated by the Law No.10 year 1998. In these several years, the growth of syariah banking is slow. According to this, Bank Muamalat Medan Branch has a target to increase the number of customers in the year 2006. Therefore, Bank Muamalat should determine effective marketing mix.

The problem formulation in this research is how far the affect of promotion mix for the customer decision to deposit at Bank Muamalat Medan Branch. The objective of this research is to understand and analysis the affect of promotion mix that consists of advertising, sales promotion, personal selling, direct marketing, and public relation to the deposit decision at Bank Muamalat and to know which variable will be the most dominant to the customer decision to deposit.

The theory of promotion mix to be used is marketing promotion and customer behavior related to promotion mix that decides the to make decision. The technique of primary data collection were with interview, questionnaires, and documentation study. The sample of this research was 96 respondents. The research type was explanatory research supported by survey method, quantitative descriptive research approach, which researched variables measured with rating scale. The hypothesis test uses multiple linier regression analysis, supported by

support device SPSS version 11,5, F-test, and t-test in order to explain the affect of variables on dependent variables at the coefficient level 95% (a =0,05). The testing of multiple test show that there is significant affect between promotion mix consists of, advertising, selling promotion, personal selling, direct marketing, and public relation to the customer decision, while by partial test shows that there is significant influence between advertising, personal selling, and public relation to customer decision to deposit. The most dominant variable is advertising (24,7%) that influences deposit decision at Bank Muamalat. While variables of sales promotion, and direct marketing do not influence significantly to the customer decision to deposit at Bank Muamalat Medan. At the determinant coefficient (R) shows that researched independent variables able to explain 25,3% to the customer decision to deposit while the remaining of 74,7% explained by independent variables that were un-researched.