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All Journal Jurnal Akuntansi Kompetif
Meyken, Meyken
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Economics, Econometrics & Finance

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ANALISIS PERILAKU NASABAH TERHADAP MINAT BERINVESTASI DEPOSITO PADA BANK BRI Meyken, Meyken; Agnes, Agnes; Ester, Ester; Asmida, Asmida; Roselina, Roselina; Siallagan, E. Hamonangan; Hasugian, Christnova
Jurnal Akuntansi Kompetif Vol. 8 No. 1 (2025): Kinerja Keuangan, Akuntabilitas, dan Digitalisasi Laporan pada Sektor Publik da
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/akuntansikompetif.v8i1.2041

Abstract

This study aims to analyze the factors influencing Bank Rakyat Indonesia (BRI) customers’ interest in investing in deposits. The examined factors include attitudes, subjective norms, and perceived behavioral control based on the Theory of Planned Behavior (TPB). A quantitative approach was employed, with questionnaires as the data collection instrument. The sample consisted of 100 BRI deposit customers in Medan City, selected using purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings revealed that attitudes, subjective norms, and perceived behavioral control significantly influence deposit investment interest. These findings provide strategic recommendations for BRI to enhance the attractiveness of deposit products through customer education and supportive facilities
Co-Authors Agnes Agnes Asmida, Asmida Ester Ester Hasugian, Christnova Roselina, Roselina Siallagan, E. Hamonangan