Abstract:
This reaserch aimed to know level of importance of belief, evaluation, normative belief, motivation attitude and behavior offarmers forsaving products PT. Bank Danamon Indonesia Tbk, Unit Danamon Simpan Pinjam Pasar Bagan Batu. Source of data was primary data from interview with respondents using accidental sampling. The data was analysis by fishbein model show consumer's attitude to certain object and to know consumer's decision making process. This fishbein model explain of belief and evaluation of atribut PT. Bank Danamon Indonesia Tbk, Unit Danamon Simpan Pinjam Pasar Bagan Batuused included interest rates, promotion, gifts, location, friendliness of employees, savingadministration ofprocesses, serviceemployeesandgovernment guarantees.
The dominant atribut was fill up by consumer's in belief is promotion and evaluation is interest rates. The result showed that absolute behaviour (AB) scored 13.79, subjective normative (SN) scored 0.57 and behaviour intention (BI) scored 532.62. The positive value of BI (>0) indicated that behaviour intention to saving products PT. Bank Danamon Indonesia Tbk, Unit Danamon Simpan Pinjam Pasar Bagan Batu is good. The most important variable of belief is promotion, and variable of evaluation is interest rates. Referentwhichgiveseffect tothenormativebelief variablesand theneighborsof thefirstrankis themotivationvariablereferentslegalityproduct.
