PENGARUH DIRECT PROMOTION DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN QURBAN PADA BANK SYARIAH BERKAH, PT. BPRS DANA BERKAH FADHILLAH, AIR TIRIS
Kata Kunci:
direct promotion, service quality, customer decisionsAbstrak
This study aims to determine the Influence of Direct Promotion and Service Quality on Customer Decisions to Choose Qurban Savings at Bank Syariah Berkah, PT. BPRS Dana Berkah Fadhillah, Air Tiris. It is a descriptive quantitative study with a sampling technique using a saturated sampling technique (census) and a sample of 39 customers. Data were obtained from the results of Observations, Questionnaires, Interviews and Documentation and processed using SPSS Version 26. The results of this study (a) direct promotion has a partial effect on customer decisions with a T count of 6,638. (b) service quality has a partial effect on customer decisions with a T count of 3,175. (c) direct promotion and service quality simultaneously affect customer decisions with an F count of 42,826, and the percentage of direct promotion and service quality is 68.8%, the remaining 31.2% is influenced by other variables not examined in this study such as: location, price, perceived value and others
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