Pengaruh Kualitas Produk dan Promosi Terhadap Keputusan Nasabah Memilih Tabungan Amanah Di BMT Purwakarta Amanah Sejahtera

Abstract

The background of the research conducted at BMT Purwakarta Amanah Sejahtera, where the Amanah Savings decreased every year. This is contradictory to the situation of the Purwakarta people, where the majority of the population is Muslim. Is a potential place for the growth of sharia-based economic activities. To determine the effect of Product Quality on customer decisions to choose Amanah Savings, To determine the effect of Promotion on customer decisions to choose Amanah Savings, To determine Product Quality and Promotions on customer decisions to choose Amanah Savings. The theory presented by the author in the theoretical basis is the theory of Philip Kotler and Fandy Tjiptono for marketing theory, product quality, promotion and customer decisions. The research method used is a quantitative method, a method that uses numbers in each result and is tested using the SPSS application. The population in this study were 52 people. The data analysis techniques used in this study were data validity, data reliability, for the classical assumption test using normality test, multicollinearity test, heteroscedastic test, while hypothesis testing used determination test, partial test (t test), multiple linear regression, and simultaneous test. (f test). The results showed that the variable product quality had no effect on customer decisions of amanah savings at BMT PAS with a tcount of -0.309, smaller than the t table of 2,000. promotion partially (t test) has no effect on customer decisions with t count of 1.753 smaller than t table of 2,000. based on the simultaneous test (f test). Product quality and promotion have no effect on customer decisions with a siginification value of 0.194 greater than 0.05. The conclusion is that the overall hypothesis H0 is accepted and Ha is rejected.