Pengaruh Promosi Terhadap Minat Menabung Bank Syariah Kota Pekanbaru

Abstract

This study aims to determine and analyze the influence of promotion on public saving interest in Islamic banks in Pekanbaru City. This research is motivated by the significant growth of national Islamic banking assets, yet its market share remains relatively small compared to conventional banks, making promotional strategy an important factor in increasing public interest in saving at Islamic banks. This study employed a quantitative approach through a survey method targeting the Pekanbaru community who are aware of and have access to Islamic banking services. Data analysis techniques included validity and reliability tests, classical assumption tests, and simple linear regression analysis using SPSS. The results show that promotion has a positive and significant effect on public saving interest in Islamic banks in Pekanbaru City, with a strong relationship found between two variables. The more effective the promotional activities conducted by Islamic banks, the higher the public's interest in saving. Nevertheless, promotion is not the sole determining factor, as other variables outside this research model, such as religiosity, Islamic financial literacy, and service quality, also contribute to shaping public saving interest. These findings emphasize the need for Islamic bank management to continuously develop sustainable and well-targeted promotional strategies, particularly through digital platforms, to enhance public interest in saving.