PENGARUH PROMOSI, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN NASABAH MENABUNG PADA BANK MANDIRI DI SURABAYA

Today competition in the banking sector is becoming increasingly stringent. In order to win the competition of the banks must provide excellent services. Banks should pay attention to the promotion activity, location, and quality of service in order to attract customer’s to save. This study examined the effect of promotion, location, and service quality on customer’s buying decision in Bank Mandiri Surabaya. For this purpose, a sample of 74 customer of Bank Mandiri Surabaya was selected through the judgment sampling technique. Regression analysis with SPSS software were used for data analysis and hypotheses testing. The results showed that the influence of promotion and location on customer’s buying decision in Bank Mandiri Surabaya are not significant. While service quality has positive and significant effect on customer’s buying decision in Bank Mandiri Surabaya. The finding of this study suggests that Bank Mandiri Surabaya should pay attention to service quality in order to increase saving customer’s. Key words : Promotion, Location, Service Quality, Customer’s Decision, Bank Mandiri Surabay