Faktor-Faktor yang Mempengaruhi Keputusan Nasabah Membuka Rekening Tahapan Xpresi pada BCA Medan

Abstract

BCA as a transactional bank, has been succeeded to become the largest private bank in Indonesian’s banking industry. This study aims to determine the factors that influence consumer decisions or consumer behavior for using the saving account “Tahapan Xpresi” at BCA Medan and to identify and analyze the factors which influence the decision of customer for using the saving account “ Tahapan Xpresi”. The research was conducted at BCA Medan. Multiple Linear Regression Method is used to view and analyze the factors that influence consumer decisions for using the saving account “Tahapan Xpresi”. The variables in this research are Culture, Social, Individual, Psychology and Perception of Markerting Stimuli. The results of this study indicate that the Perception of Marketing Stimuli and Culture simultaneously or jointly have a significant influence on consumer decisions in using saving account Tahapan Xpresi and between the independent variables studied, indicating that the variable Perception of Marketing Stimuli have a dominant influence on the consumer’s decision for using the saving account Tahapan Xpresi.