Pengaruh Pengetahuan dan Promosi terhadap Minat Menabung Masyarakat Kecamatan Sangatta Utara di Bank Syariah Indonesia (BSI) KCP Sangatta
DOI:
https://doi.org/10.59525/jess.2014Keywords:
knowledge; promotion; interest in saving; Sharia BankingAbstract
Islamic banking requires not only public understanding of its principles and products, but also marketing communication that is able to convert this understanding into intention to use services. This study aims to analyze the influence of knowledge and promotion, both partially and simultaneously, on people's interest in saving at Bank Syariah Indonesia (BSI) Sangatta Sub-Branch Office (KCP). The research uses an associative quantitative approach with field design. The study population amounted to 127 people of productive age on Jalan Hidayatullah RT 004, North Sangatta District, and a sample of 56 respondents was determined by the Slovin formula and accidental sampling. Data were collected through Likert scale questionnaires, observations, documentation, and supporting interviews, then analyzed using validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that knowledge was positive but not significant to the interest in saving (B=0.176; t=0.958; p=0.342), while promotion had a positive and significant effect (B=0.572; t=3.857; p<0.001). Simultaneously, knowledge and promotion had a significant effect (F=42.635; p<0.001) with R²=0.617. Promotion makes an effective contribution of 49.42%, greater than knowledge of 12.28%. The findings confirm that the increase in interest in saving is not enough to rely on knowledge, but requires intensive, clear, relevant, and able promotion of Islamic banking information with the real needs of the community.
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