Suggestions for Further Research

Oct 13, 2025 by windailys.com 98 views

Introduction

In today's competitive banking industry, attracting and retaining customers is crucial for the success of any bank. One of the key strategies employed by PT Bank Mandiri (Persero) Tbk is the Mandiri Fiesta advertisement campaign, which aims to encourage customers to take saving actions. This study aims to explore the relationship between Mandiri Fiesta advertisements aired through television media and the act of saving customers at PT Bank Mandiri (Persero) Tbk, specifically in the Medan Imam Bonjol branch.

Research Purposes

This study employs a correlational method to analyze the extent of the influence of Mandiri Fiesta advertisements on customer saving actions. The research not only seeks to identify relationships but also measures the strength and direction of the relationship. The population of this study consists of active customers who carry out transactions at PT Bank Mandiri (Persero) Tbk Medan Branch Imam Bonjol Branch, with a total of 14,283 people. A sample of 99 people was taken using purposive sampling techniques and accidental sampling.

Method of Collecting Data

Data was collected through two approaches: literature research to gather information from relevant literature and sources, as well as field research by distributing questionnaires to respondents. Data analysis was carried out using various techniques, including single table analysis, cross table analysis, and hypothesis testing using the Rank Order correlation coefficient formula by Spearman.

Research Result

The analysis results using SPSS 15.0 software showed that the correlation coefficient (RS) was 0.471. This indicates a significant relationship between Mandiri Fiesta advertisements and the act of saving customers. According to the Guilford scale, the hospital value obtained shows that the correlation is in a significant range. In other words, the advertisement affects the customer's decision to save.

Furthermore, this study found that the Mandiri Fiesta advertisement contributed 22.1% of the customer saving action at the bank. This shows that even though advertising is not the only factor for determining the decision to save, it functions as a significant driver for customers.

Analysis and Conclusion

The conclusion of this study confirms that there is a significant positive relationship between the Mandiri Fiesta advertising campaign on television and the act of saving customers at PT Bank Mandiri (Persero) Tbk Medan Bonjol Branch. This reflects the effectiveness of advertising in influencing individual financial decisions.

Advertising functions not only as a marketing tool but also as a means of education for the community about the importance of saving. Thus, the bank needs to continue to innovate in their advertising campaigns to remain relevant and effective in attracting new customers.

Suggestions for Further Research

Suggestions for further research are to consider other factors that might affect the decision of saving, such as the quality of service, products offered, and economic conditions, to provide a more comprehensive picture of customer behavior in saving.

Implications of the Study

The findings of this study have implications for PT Bank Mandiri (Persero) Tbk and other banks in the industry. The study highlights the importance of advertising in influencing customer behavior and decision-making. The bank can use this information to develop more effective advertising campaigns that target specific customer segments and demographics.

Limitations of the Study

This study has several limitations. The sample size was relatively small, and the study only focused on one branch of the bank. Future studies can expand the sample size and include multiple branches to provide a more comprehensive picture of customer behavior.

Conclusion

In conclusion, this study provides evidence of the significant positive relationship between Mandiri Fiesta advertisements and customer saving actions at PT Bank Mandiri (Persero) Tbk Medan Bonjol Branch. The study highlights the importance of advertising in influencing individual financial decisions and provides suggestions for further research to explore other factors that might affect the decision of saving.

Recommendations

Based on the findings of this study, the following recommendations are made:

Continued innovation in advertising campaigns: PT Bank Mandiri (Persero) Tbk should continue to innovate in their advertising campaigns to remain relevant and effective in attracting new customers.
Targeted advertising: The bank should use targeted advertising to reach specific customer segments and demographics.
Education and awareness: The bank should use advertising as a means of education and awareness about the importance of saving.
Further research: Future studies should explore other factors that might affect the decision of saving, such as the quality of service, products offered, and economic conditions.

Q: What is the purpose of the Mandiri Fiesta advertisement campaign?

A: The Mandiri Fiesta advertisement campaign is a marketing strategy launched by PT Bank Mandiri (Persero) Tbk to attract customers and encourage them to take saving actions.

Q: How does the Mandiri Fiesta advertisement campaign affect customer saving actions?

A: The study found that there is a significant positive relationship between the Mandiri Fiesta advertisement campaign and customer saving actions. The advertisement campaign affects the customer's decision to save, and it contributes 22.1% of the customer saving action at the bank.

Q: What is the correlation coefficient (RS) value obtained in the study?

A: The correlation coefficient (RS) value obtained in the study is 0.471, which indicates a significant relationship between the Mandiri Fiesta advertisement campaign and customer saving actions.

Q: What is the significance of the study's findings?

A: The study's findings highlight the importance of advertising in influencing customer behavior and decision-making. The bank can use this information to develop more effective advertising campaigns that target specific customer segments and demographics.

Q: What are the limitations of the study?

A: The study has several limitations, including a relatively small sample size and a focus on only one branch of the bank. Future studies can expand the sample size and include multiple branches to provide a more comprehensive picture of customer behavior.

Q: What are the implications of the study for PT Bank Mandiri (Persero) Tbk?

A: The study's findings have implications for PT Bank Mandiri (Persero) Tbk and other banks in the industry. The bank can use this information to develop more effective advertising campaigns that target specific customer segments and demographics.

Q: What are the recommendations for further research?

A: The study recommends that future research explore other factors that might affect the decision of saving, such as the quality of service, products offered, and economic conditions.

Q: What are the benefits of the Mandiri Fiesta advertisement campaign?

A: The Mandiri Fiesta advertisement campaign has several benefits, including:

Increased customer awareness: The campaign raises awareness about the importance of saving and the benefits of banking with PT Bank Mandiri (Persero) Tbk.
Improved customer engagement: The campaign encourages customers to take saving actions and engage with the bank's products and services.
Enhanced brand reputation: The campaign helps to build a positive brand image and reputation for PT Bank Mandiri (Persero) Tbk.

Q: What are the challenges of the Mandiri Fiesta advertisement campaign?

A: The Mandiri Fiesta advertisement campaign faces several challenges, including:

Competition from other banks: The campaign must compete with other banks and financial institutions for customers' attention and loyalty.
Changing customer preferences: The campaign must adapt to changing customer preferences and behaviors, such as the increasing use of digital channels.
Economic uncertainty: The campaign must navigate economic uncertainty and volatility, such as changes in interest rates and economic growth.

By understanding the benefits and challenges of the Mandiri Fiesta advertisement campaign, PT Bank Mandiri (Persero) Tbk can develop more effective marketing strategies that meet the needs of its customers and achieve its business objectives.