Banks nowadays have to compete in gaining positive attitude from customer towards their banking products, including saving product. Product attributes function as driver to customers positive attitude toward banks saving program, It happened without exception to PT Bank “X” (Persero) Tbk, as they launched saving product of “X”. Attitude is believed as an indicator to future behavior, i.e. intention to buy, thats why banks have to know their customers attitude toward their saving product. Hence the more positive customers attitude toward banks saving product, the stronger its their intention to join the saving program. This research is conducted as a descriptive research. The objective of this research to learn how customers perceive the saving product of “X”. The data was gathered through questionaires distributed to 120 bank customers. Its sampling method is purposive and under as a criterion of sampling. Attitude is measured by Fishbein attitude toward behavior model (Ab). The research conclude that : (1) Customers of saving product “X” have positive attitude, attitude index is 168,12, (2) There are differences between customers evaluation or performance saving product of “X” with customer
confidence or customer expectation, (3) It is found that customers attitude toward saving product of “X” influence positively on customers decision to join the “X” saving program, regresion coeficient is minus 0,021 and constanta is 36,978. Thus the regresion formula is Y = 36,978 - 0,027 X. R squared ( R2 ) is 0,069 or 6,90 percent F-test inficated the effect is significant F=7,214 › F0,05 (df 1,98) = 4,051. |