ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MENJADI NASABAH PADA BANK NAGARI CABANG JAKARTA

Abstract

ABSTRACT
Business growth grew rapidly in Indonesia including banking industry. In competing
banks must win the hearts of community by attracting intention in becoming customers.
Various attemps were made by the banks to win competition, the fact in last five years Bank
Nagari Jakarta Branch has been experienced decreasing the growth of number of customers.
This research aim to determine the factors that influence intention of community to become
bank customers.
The variables studied are Company Image, Saving Product, and Word of Mouth as
Independent Variables, and Community Intentions to become a customer as Dependent
Variable. This research uses Quantitative Method and the Subjects of Research are
prospective curtomers in Bank Bagari Jakarta Branch who consist of 120 respondens
however questionnaires were returned by 108 respondens. The questionnaires were processed
by Skala Likert, and tools of analysis are Validity Test, Reliability Test, and Multiple Linear
Regression Analysis. Hypothesis was tested by t Test, F Test, and R Square Test.
The research results was determined by t Test, F Test, and significance Test obtained that the
hypothesis are accepted, in which Company Image, Saving Product, and Word of Mouth
significantly affects the Community Intentions to become a customer in Bank Nagari Jakarta
Branch, both as each variable and simultanly variables.