The Influence of Promotional Mix on Customer Savings Decisions
Abstract
The purpose of this study is to analyze and examine the impact of the promotional mix, which includes advertising, personal selling, sales promotion, and public relations, on the customer's decision to save at PT Bank Rakyat Indonesia. This study gathered data from 100 respondents who completed a questionnaire. Multiple regression analysis was used to analyze the research data, including several stages of data testing such as validity, reliability, normality, autocorrelation, and heteroscedasticity tests. The R-Square test, simultaneous test, and partial test are used to test the hypothesis that we propose in this study. Objectively, our study demonstrates that advertising, personal selling, and sales promotion all have a positive and significant effect on customer decisions, both partially and simultaneously. Meanwhile, community relations had no discernible impact. The primary factor influencing customer decisions is the sales promotion variable.
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References
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