Pengaruh Produk, Promosi, dan Kualitas Pelayanan terhadap Minat Menabung Nasabah Bank Muamalat Kcp Asahan

Abstract

This research aims to analyze the influence of products, promotions and service quality on interest in saving at Bank Muamalat using the Structural Equation Modeling (SEM) approach with the Partial Least Squares (PLS) technique. Data was collected through a survey of Bank Muamalat customers and analyzed using special statistical software. The population used in this research was Bank Muamalat KCP Asahan customers, totaling 100 respondents. Samples taken that have met the requirements that have been prepared. The results of the analysis show that the product has a positive and significant impact on interest in saving, which is indicated by a high and significant path coefficient. However, the findings show that promotions do not have a significant effect on interest in saving, highlighting the importance of re-evaluating Bank Muamalat's promotional marketing strategy. Apart from that, service quality has also been proven to have a positive and significant impact on interest in saving, indicating that quality service can be a key factor in influencing customer behavior. The practical implications of these findings are discussed, as well as suggestions for future research in the context of Islamic banking marketing.