The Impact Of Financial Planning, Promotion, And Religiosity On Brand Image And Its Impact On Interest In Saving Yadnya Savings Products At Pt. Bank Negara Indonesia (Persero) Tbk

Abstract

This research aims to determine and analyze the effect of financial planning, promotion, and religiosity on interest in saving with the brand image as a mediator for Tabungan Yadnya (Yadnya savings) products at Bank BNI. The population is all Tabungan Yadnya customers with a sample size of 200 people, and the method used is a quantitative method with data analysis techniques using confirmatory factor analysis techniques which are processed with the help of SPSS (Statistical Product and Service Solutions) software to analyze it.

The results obtained include the better the financial planning carried out by customers, the higher the interest in saving. The more or the more often promotional activities are carried out, the higher or more interest in saving customers will increase in Yadnya savings. The better the religiosity of the customer, the desire or interest in saving will increase in the Yadnya savings product. The better the financial planning carried out by the customer, the better the brand image of Bank BNI will be. The more intensive the implementation of promotions carried out by Bank BNI, the image will also increase. If the customer’s religiosity behavior is getting stronger, it will make a good impression on the brand image of Bank BNI. The better the brand image of Bank BNI, the higher the interest of people to save. Promotion can directly influence the desire or interest in saving without going through or involving the Bank BNI brand image variable. The religiosity attitude of a person or customer can directly influence the desire or interest in saving customers without going through or involving the Bank BNI brand image variable.

The novelty of this research relates to Hindu sacred literature Sãrasamuccaya verse 268 states “Ekenamsena dharmmarthah karttavyo bhutimicchata, Ekenamsena kamartha ekamamsam vivirddhayet” (the income we earn should be divided into three, for the cost of achieving dharma, for fulfilling kama, and for artha).