PENGARUH CITRA MEREK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN BANK SYARIAH MANDIRI
Abstract: Indonesia
is a country with
a majority of the
population is moslem. That
conditions in our
society is showing
a trends change, where
previously the conventional
banking system tends
to be preferred, and
become switch using
sharia-based banking system. People tends to use brand image as a
direction to evaluate a product. On
the other hand
the bank will
implement a marketing
strategy aimed to influencing
public, one through
sales promotions. This research
aims to discuss
and analyze the
influence of brand
image and sales promotions
on customers choosing
decisions of Bank Syariah
Mandiri’s saving. The
sample in this
research is customer who
get sales promotion services
for a savings
product categories amount to
200 respondent with accidental
sampling technique. Data collected with
questionnaire, while technique
analyse data used multiple
regression analysis. Based
on the test
result known that brand
image and sales
promotion has significant
influence to purchase decision.
Penulis: ADITYA BAGUS
INDRATAMA, YESSY ARTANTI
Kode Jurnal: jpmanajemendd141042
