Pengaruh Promosi Lokasi dan Reputasi Bank Terhadap Keputusan Nasabah Membuka Tabungan Haji pada PT Bank Sumut Unit Usaha Syariah

Abstract

The purpose of this study was to determine whether promotion, location, and bank reputation have an influence on customer decisions to open Hajj savings at PT Bank Sumut Syariah Business Unit. The population in the study were customers of PT Bank Sumut Imam Bonjol Medan with a sample size of 100 customers. The results of the research on the X1 promotion variable and the X3 reputation variable are the Ha hypothesis accepted, which means that the promotion and reputation variables partially have a positive effect on the customer's decision to open a Hajj savings account at PT Bank Sumut Sharia Business Unit. While the location variable X2 partially shows the result that the Ha hypothesis is rejected, which means that the location variable has no effect on the customer's decision to open a Hajj savings account at PT Bank Sumut Syariah Business Unit. For the research results simultaneously show that the Ha hypothesis is accepted, which means that all variables (Promotion, Location, and Reputation have a positive effect on customer decisions to open Hajj savings accounts at PT Bank Sumut Syariah Business Unit. Furthermore, for the Determination Test (R²) test, the R-Square result is 0.576, which means that each independent variable has a positive influence of 57.6% on the dependent variable, namely the customer's decision to open a Hajj savings account (Y). While the remaining 42.4% is influenced by other factors not included in this study.