Pengaruh Strategi Pemasaran, Psikologi dan Kepercayaan terhadap Minat Nasabah (Studi Kasus di PT PNM Mekaar Cabang Brebes)

Abstract

This study aims to determine the influence of marketing strategy on customer interest, the influence of psychology on customer interest, the influence of trust on customer interest, the influence of marketing strategy, psychology and trust on customer interest together at PT PNM Mekaar Brebes Branch. This study uses a quantitative descriptive approach and the type of research is an empirical study supported by a survey. The population in this study is all customers at PT PNM Mekaar Brebes Branch of 2,229 people. The sampling technique in this study with the Slovin formula margin error of 10% was obtained by 96 respondents. The data used is primary data in the form of questionnaire instruments. The results of the study showed that marketing strategies had a positive and significant effect on customer interest with a value of t calculated > t table (9,042 > 1.98609); psychology had a positive and significant effect on customer interest with the value of t calculated > t table (2,608 > 1.98609); Trust has a positive and significant effect on customer interest with a value of t calculated > t table (2,139 > 1.98609), simultaneously service quality, psychology, and trust have an effect on customer interest in PT PNM Mekaar Brebes Branch with a value of F table > F count = 31,024 > 2.47. The variables of marketing strategy, psychology, and trust contributed 48.70% of the influence on customer interest in PT PNM Mekaar Brebes Branch, while the remaining 51.30% was influenced by variables that were not studied.