Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 389-398
DOI: https://doi.org/10.52403/ijrr.20210252
Promotion Mix Strategy on Customer Saving Decision at PT Bank X Medan Imam Bonjol Branch
M. Rivai1, Amrin Fauzi2, Beby Karina Fawzeea Sembiring2
1,2Master of Management Study Program on Postgraduate School of University of Sumatera Utara
Corresponding Author: M.Rivai
ABSTRACT
This study aims to examine the effect of promotion mix strategy based on advertising, sales promotion, publicity, personal selling, and direct marketing on customer decisions at PT Bank X Medan Imam Bonjol branch. The category of this research is causal associative research. This research is conducted at PT Bank X Medan Imam Bonjol Branch which located at Jl. Imam Bonjol. No. 07, Medan City, North Sumatra. The data used in this study is primary data collected through questionnaires. The sample used in this study is 100 customers at PT Bank X Medan Imam Bonjol Branch. Data analysis technique used in this study is multiple linear regression analysis using SPSS software. The result in this study indicates that Advertising, Personal Selling and Direct Marketing are proven to have positive and significant influence on Customer Decisions at PT Bank X Medan Imam Bonjol Branch. Meanwhile, Sales Promotion and Publicity confirmed to have no significant impact on Customer Decisions at PT Bank X Medan Imam Bonjol Branch.
Keywords: Promotion Mix Strategy, Advertising, Sales Promotion, Publicity, Personal Selling, Direct Marketing, Customer Decision.
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