ANALYSIS OF FACTORS INFLUENCING THE DECISIONS OF MILLENNIALS AND GENERATION Z IN CHOOSING BANK BCA FOR SAVING

Abstract

The purpose of this study was to examine the factors that influence the decision of the millennial and z generation in choosing bank BCA for saving. This study uses a quantitative approach, and the variables used in this study are attitude toward behavior, subjective norms, perceived behavior control, perceived service quality, perceived credibility and reliability, perceived accessibility, perceived promotion, and perceived technology as the independent variables, intention to saving as the mediating variable, and customer decision as dependent variable. The data collected is primary data obtained from questionnaires. The sample in this study were 380 millennial and z generation people who have registered as bank BCA customers, using a purposive sampling technique. The data analysis technique used is the SEM (Structural Equation Modeling) analysis method with the help of the SmartPLS 4 data processing program. The results of this study indicate that attitude toward behavior, subjective norm, perceived behavior control, perceived credibility and reliability, perceived accessibility, and perceived promotion have a significant influence on the intention to saving. And intention to saving also has a significant influence on customer decisions. While perceived service quality and perceived technology do not have a significant influence on the intention to saving. From this research, it paves the way for further researcher to be able to test other variables such as bank interest rates, and bank admin fee that can influence customer decisions to save at Bank BCA.