Location as a supporting factor

Oct 13, 2025 by wbrum.org 136 views

Study of Customer Decisions in Saving at Bank Sumut USU Medan Branch: Analytical Hierarchy Process (AHP) Method

Introduction

In today's competitive banking industry, understanding the factors that influence customer decisions is crucial for banks to remain competitive and attract more customers. Bank Sumut, a regional development bank in North Sumatra, has been present with various products that trigger competition in the banking industry. This study aims to analyze the most dominant factors in making customers of saving customers at the Bank Sumut USU Medan Branch using the Analytical Hierarchy Process (AHP) method.

Background

Bank Sumut, as a regional development bank in North Sumatra, has been present with various products that trigger competition in the banking industry. The bank has been offering various products and services to its customers, including savings accounts, loans, and credit cards. However, the bank faces intense competition from other banks in the region, making it essential to understand the factors that influence customer decisions in choosing the Bank Sumut as a place to save.

Methodology

This study uses the Analytical Hierarchy Process (AHP) method to analyze the most dominant factors in making customers of saving customers at the Bank Sumut USU Medan Branch. AHP is a decision-making method that helps in determining the priority of choice of various alternatives. The factors studied include:

*** Product factor: ** Includes the type of product, interest rates, and features offered. *** Location: ** Ease of access and strategic location of the bank branch. *** Security Guarantee: ** Protection of the funds stored and bank security reputation. *** Promotion: ** Promotional programs that are interesting and effective in attracting customers. *** Bank credibility: ** The image and reputation of the bank in the public eye.

Results

The results of the AHP analysis show that the product factor has the highest weight (246), followed by location (241), security guarantees (186), promotion (165), and credibility (163). This shows that Bank Sumut customers tend to prioritize product factors in choosing banks to save.

Further Analysis

*** Domination of Product Factors: ** The results of AHP analysis show that the product factor plays the most important role in the customer's decision to save at the Bank Sumut. This can be interpreted as a customer's desire to get products that suit their needs and preferences, with competitive interest rates and interesting features. *** Location as a supporting factor: ** The location of the bank is also an important factor considered by the customer. Ease of access and strategic location is an important consideration in choosing a bank, especially for those who want a practical and efficient banking service. *** Important Role of Security Guarantee: ** Security Guarantee ranks third in the list of important factors. This shows that customers are very concerned about the security of funds stored in the bank. They want a guarantee that their funds are protected from risks and theft. *** Potential promotion and credibility: ** Promotion and credibility of banks plays an important role in attracting new customers and maintaining existing customer loyalty. Promotional programs that are attractive and good bank credibility can increase customer confidence and interest in banks.

Recommendation

Increasing product excellence: ** Bank Sumut needs to continue to innovate and develop products that suit the needs and preferences of customers, as well as providing competitive interest rates and attractive features. Strengthening the location strategy: ** Bank Sumut needs to ensure that their branches are in a strategic location and easily accessible by customers. *** Improving security guarantees: ** Bank Sumut needs to continue to improve the security system and provide guarantees to customers that their funds are well protected. *** Strengthening Promotion and Credibility: ** Bank Sumut needs to run an effective and attractive promotional program to attract new customers and maintain existing customer loyalty. They also need to build and maintain a good reputation to increase public confidence in banks.

Conclusion

Through a deep understanding of the factors that influence customer decisions, Bank Sumut can develop the right strategy to increase competitiveness and attract more customers in the future. By prioritizing product factors, improving security guarantees, and strengthening promotion and credibility, Bank Sumut can remain competitive in the banking industry and attract more customers.

Limitation

This study has some limitations. The study only focuses on the Bank Sumut USU Medan Branch and does not consider other branches of the bank. Additionally, the study only uses the AHP method to analyze the factors that influence customer decisions, and does not consider other methods such as regression analysis or decision tree analysis.

Future Research

Future research can build on this study by considering other factors that influence customer decisions, such as customer service, technology, and sustainability. Additionally, future research can use other methods such as regression analysis or decision tree analysis to analyze the factors that influence customer decisions.

References

[List of references]

Appendix

[List of appendix]

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Frequently Asked Questions (FAQs) about Customer Decisions in Saving at Bank Sumut USU Medan Branch

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the most dominant factors in making customers of saving customers at the Bank Sumut USU Medan Branch using the Analytical Hierarchy Process (AHP) method.

Q: What are the factors studied in this research?

A: The factors studied in this research include:

Q: What are the results of the AHP analysis?

A: The results of the AHP analysis show that the product factor has the highest weight (246), followed by location (241), security guarantees (186), promotion (165), and credibility (163).

Q: What does the result of the AHP analysis mean?

A: The result of the AHP analysis means that Bank Sumut customers tend to prioritize product factors in choosing banks to save.

Q: What are the implications of the results of the AHP analysis?

A: The implications of the results of the AHP analysis are that Bank Sumut needs to continue to innovate and develop products that suit the needs and preferences of customers, as well as providing competitive interest rates and attractive features.

Q: What are the recommendations for Bank Sumut based on the results of the AHP analysis?

A: The recommendations for Bank Sumut based on the results of the AHP analysis are:

*** Increasing product excellence: ** Bank Sumut needs to continue to innovate and develop products that suit the needs and preferences of customers, as well as providing competitive interest rates and attractive features. *** Strengthening the location strategy: ** Bank Sumut needs to ensure that their branches are in a strategic location and easily accessible by customers. *** Improving security guarantees: ** Bank Sumut needs to continue to improve the security system and provide guarantees to customers that their funds are well protected. *** Strengthening Promotion and Credibility: ** Bank Sumut needs to run an effective and attractive promotional program to attract new customers and maintain existing customer loyalty.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on the Bank Sumut USU Medan Branch and does not consider other branches of the bank. Additionally, the study only uses the AHP method to analyze the factors that influence customer decisions, and does not consider other methods such as regression analysis or decision tree analysis.

Q: What are the future research directions based on this study?

A: The future research directions based on this study are to consider other factors that influence customer decisions, such as customer service, technology, and sustainability. Additionally, future research can use other methods such as regression analysis or decision tree analysis to analyze the factors that influence customer decisions.

Q: What are the implications of this study for the banking industry?

A: The implications of this study for the banking industry are that banks need to prioritize product factors, improve security guarantees, and strengthen promotion and credibility to attract and retain customers.

Q: What are the implications of this study for Bank Sumut?

A: The implications of this study for Bank Sumut are that it needs to continue to innovate and develop products that suit the needs and preferences of customers, as well as providing competitive interest rates and attractive features. Additionally, Bank Sumut needs to ensure that their branches are in a strategic location and easily accessible by customers, and continue to improve the security system and provide guarantees to customers that their funds are well protected.

Note: The Q&A article is a continuation of the previous article, and provides answers to frequently asked questions about customer decisions in saving at Bank Sumut USU Medan Branch.