PENGARUH TERPAAN INFORMASI SINAR TEBAR MILYAR TERHADAP MINAT MENABUNG MASYARAKAT PADA PT. BANK RIAU KEPRI DI KELURAHAN TANGKERANG TENGAH KECAMATAN MARPOYAN DAMAI KOTA PEKANBARU

Abstract

Sinar Tebar Milyar is one of annual programs by Bank Riau Kepri, as an appreciation and a reward to their customers. Sinar Tebar Milyar has been running approximately 3 years ever since the launch of the program on March 12th 2010. In the implementation of socializations, Bank Riau Kepri uses newspaper as the media to deliver all the information about the implementation of Sinar Tebar Milyar program. The purpose of this research is to examine the influence of information exposure of Sinar Tebar Milyar program to public interest in saving, because the researcher is interested to see how the news about the draw of Sinar Tebar Milyar program managed to persuade people to become customer, or because of other things outside the program which make people interested to save their money in Bank Riau Kepri, with AIDDA theory. This research was conducted in kelurahan Tangkerang Tengah with the people of Tangkerang Tengah as respondents. The sample of the research was taken by using Purposive Sampling method, as 100 respondents from population of kel Tangkerang Tengah. This research used quantitative research method with simple linear regression to examine hypothesis that applied. The result shows that information exposure affects public interest in saving, by sig 0.000. While the influence of information exposure to public interest in saving amounted 0.330 or 33% which means information exposure variable can be explained by the interest in saving by 33%.