ANALISIS PERILAKU NASABAH TERHADAP MINAT BERINVESTASI DEPOSITO PADA BANK BRI

Authors

  • Meyken Meyken Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • Agnes Agnes Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • Ester Ester Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • Asmida Asmida Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • Roselina Roselina Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • E. Hamonangan Siallagan Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen
  • Christnova Hasugian Fakultas Ekonomi dan Bisnis, Universitas HKBP Nommensen

DOI:

https://doi.org/10.35446/akuntansikompetif.v8i1.2041

Abstract

This study aims to analyze the factors influencing Bank Rakyat Indonesia (BRI) customers’ interest in investing in deposits. The examined factors include attitudes, subjective norms, and perceived behavioral control based on the Theory of Planned Behavior (TPB). A quantitative approach was employed, with questionnaires as the data collection instrument. The sample consisted of 100 BRI deposit customers in Medan City, selected using purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings revealed that attitudes, subjective norms, and perceived behavioral control significantly influence deposit investment interest. These findings provide strategic recommendations for BRI to enhance the attractiveness of deposit products through customer education and supportive facilities

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Published

2025-02-22 — Updated on 2025-02-22

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Issue

Vol. 8 No. 1 (2025)

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Copyright (c) 2025 Ester Ester, Meyken Meyken, Agnes Agnes, Asmida Asmida, Roselina Roselina, E. Hamonangan Siallagan, Christnova Hasugian

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