PENGARUH BAURAN PROMOSI TERHADAP MINAT NASABAH MELAKUKAN TRANSAKSI DI BANK SUMUT KANTOR CABANG PANDAN SIBOLGA

Abstract

To increase customer interest in using Bank Sumut's products or services is promotion. The promotional mix can provide great opportunities for the interests of both parties. the research location was conducted at Bank Sumut Pandan Branch Office. The research time starts from December 2020 until completed. The population in this study was 4,472 customers in 2020 at Bank Sumut Pandan Branch Office. The determination of the sample size in this study used the Slovin formula so that the number of samples became 98 people. The research instrument used a questionnaire and data analysis using multiple linear regression. The results showed that the calculated F value was 17.786 and the Sig value. is 0.000. It is known that the calculated F value is 23,590 > F table 2,469 and the Sig value is 0.000 < 0.05, then Advertising, Promotion, Promotion, and Publicity together or simultaneously have a significant effect on Customer Interest. This is indicated by the value of the coefficient of determination (R-Square) is 0.504. The value of Advertising, Promotion, Publicity, and Sales are able to influence customer interest by 50.4%, the remaining 100% - 50.4% = 49.6% is explained by other variables or factors.