ANALISIS PENGARUH PERSONAL SELLING DAN DIRECT MARKETING TERHADAP KEPUTUSAN NASABAH TABUNGAN EASY WADIAH PADA KC 2 MAKASSAR BANK SYARIAH INDONESIA (Tbk)

GENELLY PUTRI ARNANDHA. Analysis of the effect of personal selling and direct marketing on decisions of easy wadiah savings customers at at Kc 2 Makassar Bank Syariah Indonesia (Tbk) (Supervised by, Prof. Dra. Hj. Dian A.S.
Parawansa. M.Si., Ph.D., CWM and Dr. Muhammad Ismail, S.E., M.Si).

The purpose of this research is to examine the impact of personal selling and digital marketing on easy wadiah savings at KC 2 Makassar Bank Syariah Indonesia (Tbk).
The research data was derived from the responses of 319 Kc 2 Makassar Bank Syariah Indonesia customers to a questionnaire about their decisions to save on easy wadiah savings in 1 month. The data collection method employs a questionnaire that has been validated and reliable.
The results of this research indicate that (1) personal selling and direct marketing have a 0.723 effect on decisions. Personal selling and direct marketing can represent 72.3% of the variety of saving decisions in this case. (2) A simultaneous test of the hypothesis on the effect of personal selling and direct marketing on saving decisions yields a F test statistic of 416,739 with a probability of 0,000. (3) A t-test statistic of 4,695 with a probability of 0 is obtained from partial constant testing of the hypothesis on the decision to save. (4) A t-test statistic of 4,302 with a probability of 0 is obtained by testing the hypothesis partially on personal selling on saving decisions. (5) Testing partial direct marketing hypotheses on saving decisions yields a t-test statistic of 10,511 with a probability of zero.
This researchers reported that (1) personal selling has a positive and significant effect on saving decisions. (2) that direct marketing has a significant and positive impact on saving decisions.