Minat Mahasiswa dalam Menggunakan Produk Tabungan Mahasiswa (SIMPEL) Bank Jateng: Tinjauan Promosi dan Kualitas Layanan

Rosita Ardiana; Tri Purwani

doi:10.55606/jimak.v5i2.6818

Authors

Rosita Ardiana Universitas Abadi Karya Indonesia
Tri Purwani Universitas Abadi Karya Indonesia

DOI:

https://doi.org/10.55606/jimak.v5i2.6818

Keywords:

Promotion, Regional Banks, Service Quality, SIMPEL Products, Students' Interest

Abstract

This study aimed to assess the impact of promotion and service quality on students' interest in choosing SimPel products at Bank Jateng. The research employed a quantitative approach with a survey design, involving 60 students in Semarang Regency using the convenience sampling method. Data analysis utilized multiple linear analysis, and hypothesis testing involved the t-test and F-test with IBM SPSS 26. The findings revealed that promotion had a positive and significant impact on students' interest in using SimPel products, while service quality did not significantly influence students' interest at Bank Jateng People's Credit Bank. The F-test indicated that promotion and service quality jointly have a significant impact on using SimPel products Development People's Credit Bank, with a magnitude of influence at 20.6%. Despite the limitation of focusing solely on promotion and service quality in in- fluencing savings intentions, the research provides valuable insights for the development of banking businesses, especially regional banks.

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