PENGARUH TELEMARKETING DAN BRAND IMAGE TERHADAP MINAT BELI NASABAH ( STUDI KASUS PADA PT.Bank OCBC NISP Tbk. JAKARTA )

Eka Sulastri Sibarani, 1414.1111.643, The Effect of Telemarketing and Brand Image on Customer Buying Interests at PT. OCBC NISP Bank. Tbk, 164 pages, 55 tables, and 8 images, Jakarta, 2018.
This research discusses the influence of Telemarketing and Brand Image on Customer's Buying Interest at PT. Bank OCBC NISP. Tbk, Jakarta. The purpose of this study is to find out how much influence Telemarketing has on the Customer's Buying Interest and the influence of Brand Image on the Buying Interest partially. Also to find out how much influence telemarketing and brand image have on buying interests simultaneously.
At PT.Bank OCBC NISP, Tbk. Jakarta March to July 2018. The research method used is library research and field research. Quantitative analysis used is simple linear regression partially and multiple linear regression simultaneously. Telemarketing results on buying interest partially, namely Ŷ = 8.424 + 0.608 X and the results of Brand Image on Buying Interest partially, namely Ŷ = 10.083 + 0.546 X. The results of Telemarketing and Brand Image on Buying Interest simultaneously are Ŷ = 5.146 + 0.355 X1 + 0.420 X2. The results of the correlation coefficient between Telemarketing and Buying Interest are moderate. The results of the correlation coefficients between Brand Image on Buying Interest partially are medium. And the results of multiple correlation coefficients between Telemarketing and Brand Image on Buying Interest are also being. The coefficient of determination of Buying Interest is 21.5% influenced by Telemarketing, 31.6% is influenced by Brand Image. The Buy Interest Coefficient is 37.8% influenced by Telemarketing and Brand Image simultaneously. The conclusion of all studies is that the Telemarketing and Brand Image variables have a positive and significant influence on the Buying Interest of the Nasbah either partially or simultaneously.

Reference list: 6 books (2010 - 2016), 15 journals, 6 websites, mentors: Zurlina Lubis and Arifin Nugroho

Keywords : Telemarketing, Brand Image, Buying Interest