Pengaruh Personal Selling, Digital Marketing, dan Brand Image terhadap Keputusan Pembukaan Rekening

Anggita Prastiwi; Muhammad Faiz Hamidy Siregar; Yaman Taruna Imanuel

doi:10.46799/syntax-idea.v4i2.1771

Pengaruh Personal Selling, Digital Marketing, dan Brand Image terhadap Keputusan Pembukaan Rekening

Anggita Prastiwi Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Jakarta, Indonesia
Muhammad Faiz Hamidy Siregar Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Jakarta, Indonesia
Yaman Taruna Imanuel Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Jakarta, Indonesia

DOI: https://doi.org/10.46799/syntax-idea.v4i2.1771

Keywords: personal selling;, digital marketing;, brand image;, pengambilan keputusan;

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh personal selling, digital marketing, dan brand image terhadap keputusan pembukaan Rekening Pensiun Si Mantap di Bank Mandiri Taspen. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Data yang digunakan adalah data primer yang diperoleh dari penyebaran kuesioner dengan skala likert (1-5). Populasi dalam penelitian ini adalah nasabah yang pernah membuka rekening Pensiun Si Mantap di Bank Mandiri Taspen, dengan sampel sebanyak 390 orang. Analisis data untuk pengujian hipotesis menggunakan regresi linier berganda dengan bantuan software PLS Path Modeling (PLS-PM). Hasil penelitian menunjukkan Personal Selling, Digital Marketing dan Brand Image berpengaruh positif signifikan terhadap Keputusan Pembukaan Rekening Pensiun Si Mantap di Bank Mandiri Taspen

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Published

2022-02-21

Issue

Vol 4 No 2 (2022): Syntax Idea

Section

Articles

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