PENGARUH STRATEGI PEMASARAN TERHADAP PENGAMBILAN KEPUTUSAN NASABAH TABUNGAN PADA BANK NEGARA INDONESIA CABANG MATTOANGIN DI MAKASSAR

Abstract

The researched aimed to know and analysis the marketing stratgy consist of segmentation, targeting and positioning wahich effected toward decision making to be saving customer of BNI Branch of Mattoangin, and to know and analysis the marketing strategy which dominant effected toward decision making to be saving customer of BNI Branch of Mattoangin. Methodology of research with research location applied on BNI Branch of Mattoangin, with population and sample from purposive sampling as amount 65 respondent of customer. Data analyzed which used in descriptively to explained of research data, while to analyzed of quantitative data used of multiple regression analysis. The result of research to found that the marketing strategy of segmentation have positive and significant toward decision making to be saving customer of BNI. Marketing strategy of targeting have positive and significant toward decision making to be saving customer of BNI. Marketing strategy of positioning have positive and significant toward decision making to be saving customer of BNI. Marketing strategy of segmentation have dominan positive and significant toward decision making to be saving customer of BNI based on the introduce of problem, search information relevant, alternative evaluation, decision to choice and behavior post choice to be saving customer BNI Branch Mattoangin