PENGARUH WORD OF MOUTH DAN SALES PROMOTION TERHADAP BRAND ATTITUDE DAN DAMPAKNYA TERHADAP KEPUTUSAN MENABUNG DENGAN TABUNGAN BIMA (Survei di PT BPD Jawa Tengah Cabang Salatiga)

Abstract

This study aims to examine and analyze the effect of word of mouth and sales promotion towards brand attitude and their impact on saving decisions. The study was conducted in PT. Bank Pembangunan Daerah Jawa Tengah,Salatiga Branch.The number of respondents are 120 persons of PT BPD Jawa Tengah customers using sampling probability sampling by Disproportionate Stratified Random Sampling.The data were analyzed usingStructural Equation Modeling (SEM) by utilizing Analysis of Moment Structure (AMOS) version 16.0 software. Meanwhile, to test the validity of the data in this study used the product moment correlation method (product moment correlation, pearson correlation). Based on the analysis, word of mouth has a positive impact on brand attitude. Word of mouth does not affect the decision to save money. Sales promotion has a positive impact on brand attitude. Sales promotion does not affect the decision to save money, and brand attitude has a positive influence on the decision of saving money.