THE IMPACT OF YOUTH-SEGMENTED SAVING PRODUCT’S MARKETING MIX ON YOUTH’S SAVING INTENTION (A CASE STUDY OF TABUNGAN MUDA BY XYZ BANK)

Abstract

Purpose The purpose of this research is to find out the impact of youth-segmented saving product’s marketing mix on youth’s saving intention. Design/methodology/approach This research uses quantitative method with the questionnaire as the research instrument. The basis of this research are 3Ps of marketing mix (Price, Promotion, and Place). Random sampling method is used for determining the number of questionnaire respondents and the analysis method used is multiple linear regression. Findings The most impacting factor in this research is place (location), since ATM and branches of XYZ Bank is almost everywhere, so the banking transactions could be easily done in anywhere. Originality/Value Author believes that this research is a good update for previous researches regarding the similar topic, and this kind of research is the first ones in youth-segmented saving products research with quantitative method.