ANALISIS PERSONAL SELLING DAN DIGITAL MARKETING TERHADAP KEPUTUSAN NASABAH MEMBUKA REKENING PADA BANK CENTRAL ASIA DI KOTA MAKASSAR - Taqiya, Amira; Said, Miah; Remmang, Hasanuddin (Postgraduate Bosowa University Publishing, 2025)
Tujuan penelitian ini adalah untuk menganalisis pengaruh personal selling terhadap keputusan nasabah membuka rekening pada bank central asia di kota makassar, serta menganalisis pengaruh digital marketing terhadap keputusan nasabah membuka rekening pada bank central asia di kota makassar. Penelitian ini menggunakan pendekatan kuantitatif, pengumpulan data melalui observasi dan kuesioner, dengan teknik analisis data menggunakan metode Statistical Package for the Social Sciences (SPSS) versi 2.6. Hasil penelitian diperoleh temuan bahwa personal selling berpengaruh langsung terhadap keputusan nasabah membuka rekening pada bank central asia di kota makassar, digital marketing tidak berpengaruh langsung terhadap keputusan nasabah membuka rekening di bank central asia di kota makassar. Hasil uji simultan menemukan bahwa personal selling dan digital marketing berpengaruh langsung secara simultan terhadap keputusan nasabah membuka rekening pada bank central asia di kota makassar. The aim of this research is to analyze the influence of personal selling on costumers’ decision to open an account at bank central asia in makassar city, as well as analyze the influence of digital marketing on costumers’ decision to open an account at bank central asia in makassar city. This research uses a quantitative approach, collecting data through observation and questionnaires, with data analysis techniques using the Statistical Package for the Social Sciences (SPSS) method version 2.6. The results of the research found that personal selling has a direct effect on costumers’ decision to open an account at bank central asia in makassar city, digital marketing has indirect effect on costumers’ decision to open an account at bank central asia in makassar city. The results of the simultaneosly test found that personal selling and digital marketing has a direct effect simultaneosly on costumers’ decision to open an account at bank central asia in makassar city.