Pengaruh Strategi Event Marketing melalui Event BNI Java Jazz Festival terhadap Keputusan Nasabah Menabung Pada PT Bank Negara Indonesia, Tbk

Authors

  • Larosa Adeli Faza Politeknik Negeri Jakarta
  • R Elly Mirati Politeknik Negeri Jakarta

Abstract

This study aims to determine the influence of event marketing strategies through BNI Java Jazz Festival on customer decisions to save at PT Bank Negara Indonesia Tbk. This study uses primary data obtained by distributing questionnaires online to 100 respondents who are BNI Bank customers and attend BNI Java Jazz Festival events using purposive sampling techniques. The data analysis technique used in this study is multiple linear regression with SPSS analysis tool version 26. The results of this study show that enterprise indicators of event marketing variables have a partial effect on customer saving decisions. Furthermore, the entertainment indicator of the event marketing variable has a partial effect on the customer's decision to save. Then, the excitement indicator of the event marketing variable has a partial effect on the customer's decision to save. And based on the results of simultaneous tests, it shows the results that every indicator of the marketing event has a positive and significant effect on customers' decisions to save at Bank BNI. The results of this research are expected to be useful for PT Bank Negara Indonesia Tbk as an additional new knowledge in making events more innovative and can provide entertainment according to customer needs which will later influence customer decisions in saving at Bank BNI.

Additional Files

Published

2024-04-30