Analisis Dampak Promosi Penjualan Terhadap Persepsi Kualitas Dalam Keputusan Menambah Saldo Tabungan = The analyze impact of sales promotions to increase the perceived quality of bank balance
| Main Authors: | Dewi Yuliasari, author, Add author: A. Hanief Saha Ghafur, examiner, Add author: Nurdin Sobari, supervisor, Add author: Hardius Usman, examiner, Add author: Sofjan Assauri, examiner |
|---|---|
| Format: | Masters Bachelors |
| Terbitan: |
, 2011
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| Subjects: | |
| Online Access: |
https://lib.ui.ac.id/detail?id=20291993 |
Daftar Isi:
- [<b>ABSTRAK</b><br> Tesis ini membahas mengenai dampak dari promosi penjualan terhadap persepsi kualitas dalam menambah saldo tabungan. Promosi penjualan bagi nasabah Bank Syariah Mandiri berupa hadiah-hadiah yang ditawarkan dan diiklankan melalui media cetak koran. Promosi penjualan yang dilakukan pada jangka waktu periode yang pendek dengan memberikan insentif kepada nasabah Bank Syariah Mandiri berupa hadiah untuk merangsang pembelian produk atau jasa tertentu dengan lebih cepat dan lebih besar. Hadiah yang ditawarkan berbeda dengan kebanyakan bank syariah lainnya sehingga menarik untuk diteliti. Promosi penjualan terutama mencari harga yang murah, nilai yang lebih baik, atau hadiah. Persepsi kualitas yang ditimbulkan dari nasabah yang menabung akibat dari promosi penjualan memberikan dampak kepada nasabah Bank Syariah Mandiri. Persepsi kualitas jasa terdiri dari keandalan, daya tanggab, jaminan, empati, bukti nyata. Promosi penjualan dan persepsi kualitas saling berkaitan dalam menambah jumlah saldo tabungan. Model alternatif yang dikembangkan dan seluruh konstruk yang relevan diukur dengan Structural Equation Modeling (SEM) menggunakan program Linear Structural Relationship (LISREL) 8.72 sampel diambil terhadap responden terdiri atas 217 nasabah Bank Syariah Mandiri. Penelitian ini adalah penelitian kuantitatif dengan desain deskriptif. Hasil dari penelitian ini memperlihatkan bahwa harga dan hadiah paling bepengaruh dibandingkan dengan nilai pada promosi penjualan. Promosi penjualan tidak berpengaruh langsung terhadap keputusan tetapi melalui persepsi kualitas sedangkan persepsi kualitas jasa mempengaruhi langsung terhadap keputusan menambah saldo tabungan. <hr> <b>ABSTRACT</b><br> This thesis discusses the impact of sales promotions on the perceived quality of bank balance increase. Sales promotion for customers of Bank Syariah Mandiri form of prizes offered and advertised through print newspapers. Sales promotions conducted in a short period of time by providing incentives to customers of Bank Syariah Mandiri, a prize to stimulate the purchase of specific products or services with faster and larger. The prize on offer is different from most other Islamic banks so attractive to be studied. Sales promotion mainly looking for a cheap price, value, or prize. Perceptions of quality arising from customers saving as a result of the impact of sales promotions to customers of Bank Syariah Mandiri. Perceptions of service quality consists of reliability, responsiveness, assurance, empathy, tangible. Sales promotion and perceived quality are interrelated in increasing the amount of savings balance. Alternative model that was developed and all relevant constructs measured by Structural Equation Modeling (SEM) using program Linear Structural Relationship (LISREL) 8.72 taken against the respondent sample consisted of 217 customers of Bank Syariah Mandiri. This research is descriptive quantitative research design. The results of this study show that the price and prize the most influential compared to the value of the sales pitch. Sales promotions are not directly influence the decision but through perceptions of service quality direct affect on decision increase savings balance., This thesis discusses the impact of sales promotions on the perceived quality of bank balance increase. Sales promotion for customers of Bank Syariah Mandiri form of prizes offered and advertised through print newspapers. Sales promotions conducted in a short period of time by providing incentives to customers of Bank Syariah Mandiri, a prize to stimulate the purchase of specific products or services with faster and larger. The prize on offer is different from most other Islamic banks so attractive to be studied. Sales promotion mainly looking for a cheap price, value, or prize. Perceptions of quality arising from customers saving as a result of the impact of sales promotions to customers of Bank Syariah Mandiri. Perceptions of service quality consists of reliability, responsiveness, assurance, empathy, tangible. Sales promotion and perceived quality are interrelated in increasing the amount of savings balance. Alternative model that was developed and all relevant constructs measured by Structural Equation Modeling (SEM) using program Linear Structural Relationship (LISREL) 8.72 taken against the respondent sample consisted of 217 customers of Bank Syariah Mandiri. This research is descriptive quantitative research design. The results of this study show that the price and prize the most influential compared to the value of the sales pitch. Sales promotions are not directly influence the decision but through perceptions of service quality direct affect on decision increase savings balance.]