PENGARUH KUALITAS PRODUK, PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN MEMBUKA REKENING TAHAPAN BCA DI SURABAYA

The objective of this study is to examine the effect of product quality, service quality and promotion on purchase decision of the customers of Tahapan BCA in Surabaya. This study explores the effect of product quality, including performance, features, conformance, reliability, durability, serviceability, aesthetics and perceived quality; service quality factor, including reliability, responsiveness, assurance, empathy and tangible; and promotion factor, including advertising, sales promotion, publication and personal selling; toward purchase decision factor, including problem recognition, information search, alternatives evaluation, purchase decision and post-purchase behavior. The respondents are the holders of Tahapan BCA in Surabaya who, at least, have visited BCA counter at least twice. Questionnaires were used to collect primer data from 100 respondents. Since the research is a causal research accommodating three independent variabels and one dependent variable, the statistical analysis used is Multiple Regression Analysis. The result of this research is that product quality, service quality and promotion possitively and significanthy affect the decision of BCA customers to open Tahapan BCA savings account in Surabaya. By the significance of the hypotheses test result, some reccomendations can be accomodated to solve the problems namely innovate the design of its passbook (based on the means score of 3.86 of passbook apperance), improve the quality of service especially showing solution on the customers’ problem and service speed (based on the score of 4.25), and extend the coverage of the its networking with merchants beneficial for Tahapan BCA customers. Keywords : product quality, service quality, promotion, purchase decisio