EFFECT OF PRODUCT QUALITY, SERVICE QUALITY, PRODUCT ATTRACTIVENESS AND CORPORATE IMAGE ON DECISIONS SAVING ON BIMA SAVINGS (Study at Bank Jateng Main Branch of Semarang)

Abstract

This study aims to analyze the effect of Product Quality, Service Quality, Product Attractiveness and Corporate Image on Savings Decision on Bima Savings. Selection of the model is adjusted to the problem of research, namely not achieving the target of Bima Savings provided by the Company (Bank Jateng). The research was conducted at Central Java Bank Branch Office at Pemuda Street Semarang, with sampling technique to produce representative sample is purposive sampling. Analytical techniques used to test the relationship between variables is the path analysis with the help of AMOS software. The result of analysis shows that there is a positive and significant correlation between product quality of Bima Savings to product attractiveness, positive and significant correlation between service quality to company image, positive and significant relationship between product attractiveness and company image to decision of saving.