The Influence of Personal Factor And Psychological Factor Toward Costumers' Decision In Choosing 'Britama' Saving At BRI Branch Bank of Lahat

摘要

This research aimed to know (1) the influence of personal factor towards costumers decision in choosing "Britama" saving at BRI Branch Bank of Lahat, (2) the influence of psychological factor towards costumers' decision in choosing "Britama" saving at BRI Branch Bank of Lahat, (3) the influence of personal and psychological factor toward costumers' decision in choosing "Britama" saving at BRI Branch Bank of Lahat, (4) the magnitude influence of personal factor and psychology factor towardcostumers decision in choosing "Britama" saving at BRI Branch Bank of Lahat. This research was a causality research. Population of this research was all BRITAMA saving costumers which amounts of 192 persons. The total of sample was 130 persons were determined by Slovin formula. Sample were chosen by purposive sampling technique. Data were collected by questionnaire method and were analyzed by using multiple linier regression analysis. Research findings showed that (1) personal factor took effect toward costumers decision with tobtained value (9.203) > t - table (1.978), (2) psychology factor has no effect toward costumer decision with tobtained value (0.364) < t - table (1.978), (3) personal factor and psychology factor took effet toward costumers decision with Fobtained (42.566)>F - table (3.07), (4) the magnitude influence of personal factor and psychology factor toward costumers decision is 40.1%, which is shown by determination coefficient value (R Square) is 0.401.