Pengaruh Produk Pinjaman dan Promosi terhadap Keputusan Melakukan Pinjaman di PT.Bank Sumut Kantor Cabang Pembantu USU Medan

Abstract

With the increasing level of economic loans can be a solution in the economic development needs of the community. In this case the banks are required to work harder and more creative in attracting customers is by developing strategies marketing. Bank as a financial institution whose primary function collector and distributor of funds to the community should be able to manage high-quality product strategies in order to attract new customers. Besides the procedure of doing the loan is also a consideration for consumers to make decisions in the conduct of PT Bank Sumut Branch Offices USU Medan. The purpose of this study is to measure the effect of loan products to the decision to borrow, to measure the effect of promotion decisions to borrow and measure the effect of loan products and promotions together against the decision to borrow. The method used in this research is descriptive quantitative method. The population of four thousand two hundred people. Sample size in this study was determined using the formula Slovin. The author uses accindental sampling method. Based on the results of research conducted, the result is a significant difference between loan products and the promotion of the consumer's decision to borrow in PT Bank Sumut Branch Offices USU Medan.