THE INFLUENCE OF TRUST, ASSURANCE OF SECURITY AND ACCESSIBILITY ON THE SAVINGS INTEREST OF BRI BANK LAMONGAN BRANCH CUSTOMERS

Abstract

A company can be said to be successful if seen from how much influence its human resources have. If a company is able to manage human resources well, it will be able to improve the quality and quality of the company. Banks are included in companies engaged in finance. A major change in the banking world is the increasingly strong level of competition between banks. Competition between banks is needed as one of the driving forces for increasing efficiency. A bank is an institution that is trusted by the community which is used to save money and manage its finances, therefore banks must be able to provide trust, a sense of security and accessibility to customers so that they are comfortable when making transactions, especially saving. The purpose of this study was to determine the influence of the variables of trust, security assurance and accessibility partially on the interest in saving of customers of Bank BPR Lamongan Branch, to determine the influence of the variables of trust, security assurance and accessibility simultaneously on the interest in saving of customers of Bank BPR Lamongan Branch, to determine the influence of the variables of trust, security assurance and accessibility which are more dominant in their influence on the interest in saving of customers of Bank BPR Lamongan Branch, the research method used was a quantitative method with a total population of 810. The results of the study showed that the variables of trust, security assurance and accessibility had a positive effect on the interest in saving partially and significantly with the results of the test analysis obtaining values ​​​​of 2.882, 4.995, 7.633> 1.66320 with a significance of 0.005, 0.000, 0.000 <0.05, the variables of trust, security assurance and accessibility had a simultaneous effect on the interest in saving with the results of the analysis of 172.240> 2.71 with a significance of 0.000 < 0.05 and the accessibility variable has a more dominant influence on the savings interest of customers of Bank BPR Lamongan Branch, as proven by the results of the beta value analysis which is far from zero (0), namely 0.337.