THE IMPACT OF SERVICE QUALITY AND ADVERTISEMENT ON CUSTOMER SAVING DECISION AT BTN PADANG

ERDALINA, WAHYU (2010) THE IMPACT OF SERVICE QUALITY AND ADVERTISEMENT ON CUSTOMER SAVING DECISION AT BTN PADANG. Other thesis, FAKULTAS EKONOMI.

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Abstract

BTN bank is public bank with focusing on defrayal of housing business without subsidy. BTN Padang also has the same activities with the other Bank which provides some services and product. The overall purpose of this research is to investigate the impact of service quality and advertisement on customer saving decision at BTN Padang. The population of this research comes from customers of BTN Padang on year 2008-2009. The amounts of customers on year 2008-2009 are 800 people. The sample of this research is 100 people. The result of sample comes from Slovin formulation. This research uses multiple regression analysis where validity, reliability and classic assumption are done first. The result of partial test describes service quality has positive impact on customer saving decision. It is shown by t value. The value is equal to 3.670 with its significant value equal to 0,000 < 0, 05. It means there is significant impact of service qualities on customer saving decision. The second hypothesis test describes the advertisement has positive impact on customer saving decision. It is proved by t value.

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