THE EFFECT OF ADVERTISING AND TRUST ON CONSUMERS' DECISIONS TO SAVE IN BANK: CASE STUDY AT BRI DEPOK BRANCH

Abstract

This study aims to determine the effect of advertising on consumer confidence; to investigate the effect of trust on consumer decisions; and to determine the effect of advertising and consumer confidence along with savings decisions. This research utilizes descriptive explanative and inference methods, using a questionnaire as a data collection tool. Samples of customers were taken from the Depok branch of BRI as many as 97 people from a population of 2,800 people. The number of samples was determined using the Slovin formula, with a confidence level of 90% and a precision of 10% (leeway). This study uses regression correlation as an analysis tool. Based on the results of the analysis, empirically found the influence between advertising, trust and savings decisions at the Depok BRI branch.