Service Quality dan Digital Marketing Communication terhadap Keputusan Penggunaan Produk Tabungan pada Nasabah BNI 46 Kantor Cabang Fatmawati Kota Jakarta Selatan

Danny Eka Fathurrahman; Muhammad Musyfiq Salami

doi:10.37481/jmoi.v5i1.238

Authors

Danny Eka Fathurrahman Universitas Pamulang
Muhammad Musyfiq Salami Universitas Pamulang

DOI:

https://doi.org/10.37481/jmoi.v5i1.238

Keywords:

Service Quality, Digital Marketing Communication, Savings Product Decision, Banking Industry, Customer Behavior

Abstract

This study was conducted in response to the increasing competition in the banking industry, which requires financial institutions to enhance service quality and optimize digital marketing communication in order to influence customers’ decisions to use savings products. Understanding the factors that drive customers’ decision-making is essential for banks to maintain competitiveness and strengthen customer relationships. The objective of this research is to examine the effect of service quality and digital marketing communication on the decision to use savings products among customers of BNI 46 Fatmawati Branch, South Jakarta. This study employed a quantitative approach with an associative research method. The sample consisted of one hundred respondents selected using simple random sampling. Data were collected through structured questionnaires using a Likert scale with closed-ended questions. The data were analyzed using multiple linear regression with SPSS version twenty-five. The findings indicate that both service quality and digital marketing communication significantly influence customers’ decisions to use savings products. Improvements in these aspects enhance customer trust, perceived value, and overall interest in banking products. Managerially, the results suggest that banks should prioritize service excellence and effective digital communication strategies to improve competitiveness and encourage sustainable customer decisions.

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