Faktor-Faktor yang Mempengaruhi Keputusan Pengusaha Kecil Menengah untuk Menabung (Studi Kasus : BNI Cabang Cianjur, Jawa Barat)

Indonesian banking, both private and government, show competitive behavior to absorb and collect fund from society. All of them, trying to get symphaty from any people to entrust their money or income to be saved at their bank. The bank is trying so many ways, both through give direct gift and reward point. The tight competition in the banking world makes any bank to increase competition power in order to be trusted by people as place to save their money. The analysis method are qualitative descriptive and multiple linear regression. The respondent data was collected using stratified random sampling for 167 people, and using Microsoft Excel and SPSS ver.11.0 application to display the result in tabulation form. The result show that the dominant characteristics of respondent are 40-50 years old; working in private sectors (entrepreneur), education level is the same as or higher than secondary school. Family status is husband with number of family less than 4 persons. There are five steps to make decision to save in BNI Bank Cianjur branch, namely : (1) needs identification, (2) information searching, (3) alternative, (4) decision to save, and (5) behavior after saving. According to the results of multiple linear regressions, consumers entrust and service become the reason for consumer to save their money in BNI Bank Cianjur branch. Factors such as bank location, promotion and interest rate are correlation with consumer entrust and service, therefore the effect has represented by two factors in the model. Marketing strategy that was recommended for BNI Bank Cianjur branch is to improve consumer service as dominant factor that affected consumer to save. Keywords : Bank, private sectors, multiple linear regression, decision factors