Pengaruh Bauran Promosi terhadap Minat Beli Produk Bancassurance pada Nasabah Bank

Abstract

This study was conducted to see whether there is an effect of the promotion mix on buying interest in bancassurance insurance products. This study uses a quantitative method that is explanative. The subjects in this study were 100 bank customers in the city of Medan. Sampling was done by using accidental sampling technique. The data obtained were processed using multiple linear regression analysis. The measuring instrument used is the promotion mix scale with a reliability of 0.688 and a buying interest scale with a reliability of 0.867. The results of this study indicate that the promotion mix variables simultaneously have a positive effect with a significance value of 0.000 <0.05 while partially there is no effect.