Pengaruh Promosi Perbankan Syariah Terhadap Minat Masyarakat Memilih Menjadi Nasabah Bank BRI Syariah KCP Teluk Kuantan (Studi Kasus pada Masyarakat Kecamatan Kuantan Tengah)

Abstract

This research is motivated by the development and promotion carried out by BRI Syariah Bank KCP Teluk Kuantan which has not been maximized, so that there are still many people or their customers who do not fully understand the service products offered, the system and the ins and outs of Islamic banking. These weaknesses can affect the community or its customers in the decision making process to save at Bank BRI Syariah KCP Teluk Kuantan, especially the people of Kuantan Tengah District.

This study aims to look at the promotion carried out by BRI Syariah Bank KCP Teluk Kuantan and the effect of promotion on public interest in choosing Bank BRI Syariah KCP Teluk Kuantan. The population in this study were the people of Kuantan Tengah District about 848,368 people. And I only took 49 people as a sample. The sampling technique used was incidental sampling. And the data techniques used are observation, interviews, questionnaires and documentation. Descriptive analysis data quantitative data quality test, classical assumptions, simple linear equations, hypothesis testing and determination coefficient test using the IBM SPSS Statistics V.20 application.

From the results of this study, it can be seen that the promotions that have been carried out by BRI Syariah KCP Teluk Kuantan by canvasssing, working brochures, advertising via social media, give a parcel and sponsorship. Public interest in becoming a customer of Bank BRI Syariah KCP Teluk Kuantan is quite high with the proportion of 49% answering agree, 37% answering strongly agreeing and the remaining 14% answering disagreeing. Promotion has a significant effect on interest, this can be seen from the test results it can be seen that the promotion variable has t_ (count)> t_(table), namely 8,470> 2,01174 and sig.t (0,000) <0.05. The effect of promotion on interest is 60.4%, while the remaining 39.6% is by other variables not included in this research model.