ANALISIS PENGARUH MOTIVASI TERHADAP KEPUTUSAN KONSUMEN UNTUK MENABUNG BRI SIMPEDES DI BRI UNIT CIPAYUNG

Eka Septianan L, Titus Indrajaya

Abstract


ABSTRAK

Kemajuan teknologi saat ini, membuat persaingan bisnis semakin ketat. Oleh karena itu setiap perusahaan berlomba-lomba melakukan inovasi terhadap produk yang dimiliki agar membangun produk  terbaik bagi konsumen. Tujuan penelitian ini untuk mengetahui dan menganalisa pengaruh motivasi terhadap keputusan konsumen untuk menabunin g di produk tabungan BRI Simpedes pada BRI unit Cipayung. Metode penelitian kuantitatif, desain crossectional, sampel penelitian berjumlah 98 responden, dengan teknik accidental sampling, menggunakan data primer, data sekunder, analisis uji validitas dengan rumus Pearson product moment, uji reliabilitas  rumus Spearman Brown, uji korelasi, koefisien determinasi. Hasil penelitian untuk uji validitas adalah t hitung > t tabel (0,463 > 0,199), dan uji reliabilitas t hitung >  t tabel (0,606 > 0,199), dan untuk hasil uji korelasi diperoleh: 0,485, bernilai sedang, artinya ada hubungan antara motivasi terhadap keputusan konsumen. Hasil  koefisien determinasi (Kd) = 23,5%, artinya pengaruh motivasi terhadap keputusan konsumen adalah 23,5%, dan sisanya dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Hasil uji hipotesa diperoleh t hitung > t tabel (4,777 > 1,96), artinya Ho ditolak dan Ha diterima yaitu ada pengaruh motivasi terhadap keputusan konsumen.  Kesimpulan ada pengaruh motivasi terhadap keputusan konsumen menabung di BRI Cipayung sebesar 23,5%. Saran BRI unit Cipayung dapat mempertahankan nasabah dan meningkatkan pelayanan melalui  jaringan online yang baik agar tidak sering terjadi off line, serta mempermudah pelayanan kepada nasabah.

 

Kata kunci: motivasi, keputusan konsumen

 

ABSTRACT

                    Advancement in bank technology today was making business competition increasingly tight. Therefore every company is competing to make product innovation in order to develop best product for consumer. The purpose of this study to determined and analyzed the influence of motivation on consumer decisions to save their money in BRI Simpedes at BRI Cipayung.  Research quantitative, crossectional design, sampling 98 respondents used accidental sample technique. This research used primary data, secondary data, validity test with Pearson product moment formula, reliability test Spearman Brown formula, correlation test, coefficient of determination, and hypothesis test. The result of the research for the validity test is t count> t table (0,463> 0,199), and reliability test t count> t table (0,606> 0,199), and for correlation test result obtained: 0,485, medium value, meaning there was relation between motivation to decision consumer. Result of coefficient of determination 23,5%, meaning influence of motivation to consumer decision was 23,5%, and the rest influenced by other variable not examined in this research. Hypothesis test results obtained t arithmetic> t table (4.777> 1.96), meaning Ho was rejected and Ha accepted that there is influence of motivation to costumer decisions.  Conclussion there was influence betweem motivation to costumer to save money in BRI Cipayung. BRI can retain customers and improve services through good online network to avoid frequent off line, as well as facilitate service to customers.

 

Keywords: motivation, costumer decision


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Flag Counter

StatCounter

View My Stats