SKRIPSI DIGITAL
Peningkatan Keputusan Menabung Pelaku UMKM Melalui Promosi, Pengetahuan Produk, Lokasi, Kepercayaan, dan Citra Merek pada Bank Syariah Indonesia (Studi Kasus pada Pelaku UMKM di Kabupaten Bojonegoro) = Increase Saving Decisions of MSME Actors Through Promotion, Product Knowledge, Location, Trust, and Brand Image at Bank Syariah Indonesia (Case Study of MSME Actors in Bojonegoro Regency)
This study aims to analyze the significance of the effect of promotion, product knowledge, location, trust, and brand image of MSME actors at Bank Syariah Indonesia in Bojonegoro Regency. The population in this study is MSME actors in Bojonegoro Regency with a minimum age of 17 years old. The sample in this study was 100 respondents who were selected using a purposive sampling technique. The data used in this study are primary data obtained through the distribution of questionnaires. The analytical model used in this study is a multiple linear regression analysis model. In contrast, the analysis technique uses the F statistical test, the coefficient of determination (R2) test, and the t statistical test which is processed using the SPSS 26.00 program.The results of proving the hypothesis and discussion show that promotion, trust and brand image positively and significantly affect the saving decisions of MSME actors in Bojonegoro Regency. Product knowledge has a positive but insignificant effect on the saving decision of MSME actors in Bojonegoro Regency. Meanwhile, location has a negative and insignificant effect on the saving decisions of MSME actors in Bojonegoro Regency.
Keywords: Saving Decision, Promotion, Product Knowledge, Location, Trust, and Brand Image.
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