Creating Purchase Decision of Bank Customers: Analysis of Product Quality, Place, Service Quality And Promotion (a Case Study on TAPLUS Bisnis Service of BNI Kelapa Dua Depok)
This research aimed to investigate and analyze whether product quality, place, service quality, and promotion influence customers’ decision to choose Taplus Bisnis service of BNI KCP Kelapa Dua Depok either partially or simultaneously. The data were obtained through bank customer survey. Of 261 customers, using Slovin’s formula, 100 respondents who have become the bank customer for at least one year were selected. Linear regression method with four independent variables was used in this research. It was found that the coefficient of determination was 0.573 which means that the percentage of independent variables (product quality, place, service quality, and promotion) influence on dependent variable (purchase decision) was 57.3%. Another 42.7% was influenced by other variables which are not determined in this research. The results showed that the independent variables had siginificant positive impact on the bank customers’ purchase decision either partially or simultaneously. Regarding the research location, BNI, purchase decision in this term refers to the decision of the bank customers to choose Taplus Bisnis.