p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 4, No. 9 September 2023 http://jist.publikasiindonesia.id/
Doi: 10.59141/jist.v4i9.722 1441
THE IMPACT OF EDC'S MARKETING, SERVICE, AND INFRASTRUCTURE
STRATEGIES ON THE GROWTH OF SAVINGS DEPOSITS AT BANK
RAKYAT INDONESIA SURABAYA PAHLAWAN BRANCH
Wike Dwi Septianingrum
Airlangga University Surabaya, Indonesia
Email: [email protected]
*Correspondence
ARTICLE INFO
ABSTRACT
Accepted
: 02-08-2023
Revised
: 05-09-2023
Approved
: 25-09-2023
Banking strategy requires fast and instant service to provide "excellent
service" to customers. One of the marketing methods used as technology
development in the banking industry, for example at PT Bank Rakyat
Indonesia Surabaya Pahlawan Branch, is a marketing approach using
Electronic Data Capture (EDC). This tool has the benefit of growing
third-party funds, especially savings funds and fee-based income
obtained from every transaction carried out on the EDC machine. In
addition, there are efforts to increase the amount of savings, especially
low-cost funds (savings) in a way that is more dominant to the number
of third-party funds, to reduce the cost of funds and is expected to
generate an increase in the value of net interest margin (NIM) despite the
current tight bank liquidity. The purpose of this study is to see the
influence of Marketing Strategy, Service Strategy, and Electronic Data
Capture (EDC) Infrastructure on the Growth of Savings Deposits at PT
Bank Rakyat Indonesia Surabaya Pahlawan Branch. This study used
multiple linear regression with the help of the SPSS version 23
application to help with data processing. The results showed that the
variables Marketing Strategy (X1), Service Strategy (X2), and Electronic
Data Capture Infrastructure (X3) had a positive and significant influence
on the increase in Savings Deposit Growth (Y) by the regression
coefficient.
Keywords: marketing strategy;
service strategy; electronic
infrastructure.
Introduction
The banking industry has a crucial role in obtaining capital and carrying out
financial transactions (Atambo, Munene, & Mayogi, 2013). In carrying out its operations,
it strives to gain a competitive advantage by increasing income through interest on loans
and non-interest income (fee-based income) such as transaction service fees. In addition,
there are efforts to increase the number of deposits, especially low-cost funds (savings)
in a way that is more dominant to the number of third-party funds, to reduce the cost of
funds and is expected to generate an increase in the value of net interest margin (NIM)
despite the current tight bank liquidity (Setiyono, Maramis, & Setianto, 2019). Looking
at the ideal ratio between savings and deposits for banking business is 60%:40%, but at
BRI Surabaya Pahlawan Branch, the ratio of savings and deposits is currently 51%:49%.
Therefore, the BRI Surabaya Pahlawan Branch must have the right special strategy to
accelerate the increase in the number of deposits with a focus on savings (Yoiz Shofwa,
2015).
Wike Dwi Septianingrum
Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1442
Several strategies can be built and implemented by BRI Surabaya Pahlawan Branch
to increase the number of deposits, especially savings, including marketing strategies,
service strategies, and strategies in managing the bank's business supporting
infrastructure (Pepper, Gore, & Crossman, 2013). According to (Febriyan & Sulistyowati,
2014), marketing strategy is a discipline that involves selecting a target market to get,
retain, and increase the number of consumers. This is done through the process of
creating, providing, and communicating value to customers to generate greater customer
value (Didin Fatihudin, Wikanta, Hammadi Fauzi, & Firmansyah, 2023).
One example of a marketing approach used as a technology development in the
banking industry is electronic data capture (EDC) (Ulum, 2016). The tool can be used as
a medium in payment transactions using debit or credit cards (Prastyawan, 2022).
According to Mr. Sunarso, Director of PT Bank Rakyat Indonesia, the use of EDC
provides benefits for BRI in terms of increasing third-party funds, especially savings, and
earning income from transaction fees charged for each transaction swiped through the
EDC machine (Pahlawan, 2012). Thus, BRI must be able to carry out marketing activities
and provide the best service, as well as optimize the use of EDC devices with adequate
infrastructure support. With this background, the author tries to find out whether the
marketing strategy, service strategy, and infrastructure of the EDC machine influence
significant deposit growth, especially the number of savings deposits at PTi Banki
Rakyati Indonesiai Cabangi Surabaya Pahlawani (Susan, Gakure, Kiraithe, & Waititu,
2012).
The purpose of this study is to evaluate the impact of marketing strategies, service
strategies, and Electronic Data Capture (EDC) machine infrastructure on the growth of
savings deposits at the Surabaya Pahlawan Branch of PT Bank Rakyat Indonesia. To
identify these problems, researchers use a descriptive quantitative research approach.
Data collection methods used include interviews, observations, questionnaires, and
documentation.
Research Methods
The type of research used in this study is the quantitative research method.
According to (Klassen, Creswell, Plano Clark, Smith, & Meissner, 2012), in quantitative
research, researchers must be able to explain how variables can affect other variables.
This study used a multiple linear regression analysis technique. This research is located
in various stores or business places in the area around the PT Bank Rakyat Indonesia
Surabaya Pahlawan branch that uses electronic data capture (EDC) tools. The research
period will be from January to June 2023. The object of this research is EDC merchant
PT Bank Rakyat Indonesia Surabaya Pahlawan branch. The subjects of the study were
business actors who became EDC merchant customers and consumers of EDC merchant
users of PT Bank Rakyat Indonesia Surabaya Pahlawan branch. To understand the
condition of the company's program, this quantitative research will collect data through
the use of questionnaires and subjective opinions from EDC BRI customers and EDC
The Impact Of Edc's Marketing, Service, And Infrastructure Strategies On The Growth Of
Savings Deposits At Bank Rakyat Indonesia Surabaya Pahlawan Branch
Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1443
BRI consumers. This is to the characteristics and definitions of quantitative research that
focus on objective aspects and data measurement.
Results and Discussion
The research was conducted to determine and analyze the effect of Marketing
Strategy (X1), Service Strategy (X2), and Electronic Data Capture Infrastructure (X3) on
Savings Deposit Growth (Y). Data on respondents' characteristics based on gender, last
education, and length of work can be seen in the following table.
Table 1
Characteristic Respondents
Characteristic
Sum
Percentage
Gender
Man
61
61%
Woman
39
39%
Sum
100
100 %
Recent Education
High School /
Equivalent
12
12%
Diploma III
3
3%
Strata I / Diploma IV
69
69%
Magister/ Strata II
16
16%
Sum
100
100 %
The table of respondent characteristics above shows that the number of male
respondents in the study consisted of 61 people (61%), while the number of female
respondents was 39 people (39%). Based on these numbers, it can be concluded that the
respondents who dominate the study are respondents with male gender. In terms of the
latest education, as many as 12 people (12%) are high school graduates/equivalent. While
respondents with Diploma III background as many as 3 people (3%). While respondents
who graduated from Strata I (S1) and Strata II (S2) each consisted of 69 people (69%)
and 16 people (16%). Based on this explanation, it is known that the most responses in
the study were those with the last educational background of Strata I (S1).
Table 2
Descriptive Analysis Results
N
Min
Max
Mea
n
Std.
Deviation
100
2
5
4,106
0,704
100
1
5
3,767
0,975
100
1
5
4,199
0,634
100
2
5
4,219
0,758
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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1444
Based on the descriptive analysis above, it is known that the average value of the
Marketing Strategy variable (X1) is 4.106 with the lowest value being 2 and the highest
being 5. The standard deviation is 0.704. The average value of the Service Strategy (X2)
is 3.767 with a value of as low as 1, as high as 5, and a standard deviation of 0.975. The
Electronic Data Capture (X3) Infrastructure variable has an average value of 4.199 with
the lowest value being 1 and the highest being 5. The standard deviation is 0.634. In the
variable Growth of Savings Deposits (Y), the average value obtained is 4.219 with the
lowest value of 2 and the highest of 5, while the standard deviation is 0.758.
Validity tests are carried out to determine the validity of research instruments. The
validity test technique used is Product Moment Pearson Correlation. The number of
research respondents was 100 people so the r value of the table with a significant level of
5% was 0.197. Here are the results of the validity test conducted.
Table 3
Validity Test Results
Variable
Calculate r
value
Table r value
Information
Marketing Strategy
(X1)
0,714
0,197
Valid
0,776
0,197
Valid
0,677
0,197
Valid
0,627
0,197
Valid
0,612
0,197
Valid
Service Strategy
(X2)
0,698
0,197
Valid
0,688
0,197
Valid
0,678
0,197
Valid
0,594
0,197
Valid
0,662
0,197
Valid
0,733
0,197
Valid
0,708
0,197
Valid
Electronic Data
Capture (X3)
Infrastructure
0,735
0,197
Valid
0,820
0,197
Valid
0,839
0,197
Valid
0,714
0,197
Valid
0,722
0,197
Valid
0,837
0,197
Valid
0,802
0,197
Valid
Growth in Savings
Deposits (Y)
0,659
0,197
Valid
0,664
0,197
Valid
0,515
0,197
Valid
0,667
0,197
Valid
0,676
0,197
Valid
0,696
0,197
Valid
0,668
0,197
Valid
The questionnaire is valid if the calculated r value obtained is greater than the table
r (0.197). Based on the test results in Table 4.3 above, it is known that the calculated r
The Impact Of Edc's Marketing, Service, And Infrastructure Strategies On The Growth Of
Savings Deposits At Bank Rakyat Indonesia Surabaya Pahlawan Branch
Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1445
value of the entire questionnaire item is greater than the table r value. By the basic
provisions of the validity test, namely r count > r table, it can be concluded that the
questionnaire items used in the study have passed the validity test and are considered
suitable for use.
Table 4
Reliability Test Results
Variable
Cronbach's Alpha
Information
Marketing Strategy (X1)
0,706
Reliable
Service Strategy (X2)
0,778
Reliable
Electronic Data Capture (X3)
Infrastructure
0,870
Reliable
Growth in Savings Deposits (Y)
0,736
Reliable
The reliability test aims to determine the consistency of research measuring
instruments. The questionnaire was considered reliable if Cronbach's Alpha score was>
0.60. The reliability test results in the table above show that Cronbach's Alpha value of
the Marketing Strategy variable (X1) is 0.706 > 0.60, the Service Strategy variable (X2)
is 0.778 > 0.60, Electronic Data Capture Infrastructure (X3) is 0.870 > 0.60 and Savings
Deposit Growth (Y) is 0.736 > 0.06. Given that the entire questionnaire has a Cronbach's
Alpha value greater than 0.60, it can be concluded that the questionnaire used in the study
is consistent or reliable.
The normality test was carried out to determine the distribution of research data.
Good data is data that is normally distributed. The normality test of this study used the
Kolmogorov-Smirnov Test. The normality test results can be seen in the following table.
Table 5
Normality Test Results
N
Significance
Information
100
0,057
Data Normal
In the normality test results in Table 4.5 above, the significant value of Asymp. Sig
(2-tailed) is 0.057 > 0.05. Based on these values, it can be concluded that the data used in
the study are normally distributed.
The multicollinearity test is an assumption test that aims to determine the
correlation between variables. The requirement for the multicollinearity test is that the
tolerance value in all independent variables must be greater than 0.10 and the value of the
Variance Inflation Factor is less than 10.
Table 6
Multicollinearity Test Results
Coefficients
No
Model
Collinearity Statistics
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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1446
Tolerance
BRIGHT
1
Marketing Strategy (X1)
0,550
1,819
2
Service Strategy (X2)
0,541
1,848
3
Electronic Data Capture (X3)
Infrastructure
0,474
2,108
Based on the test in Table 4.6 of the Collinearity Statistics section above, it is known
that the Tolerance value of the entire variable is > 0.10 with a Variance Inflation Factor
< 10.00. Given the Tolerance value of both variables > 0.10 and the value of the Variance
Inflation Factor < 10.00, it can be concluded that there are no symptoms of
multicollinearity in the regression model.
The heteroscedasticity test is performed by looking at the Scatterplot image pattern.
The test results can be seen in the following figure.
Figure 1 Heteroscedasticity Test Results
Figure 1 shows that the dots spread randomly above and below the number 0. Given
that the data is scattered randomly and without forming a special pattern, it can be
concluded that there are no symptoms of heteroscedasticity in the research data.
Figure 2 Regression Analysis Results
The Impact Of Edc's Marketing, Service, And Infrastructure Strategies On The Growth Of
Savings Deposits At Bank Rakyat Indonesia Surabaya Pahlawan Branch
Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1447
In the results of multiple linear regression analysis between independent variables
and dependent variables, the regression equation can be arranged as follows:
Y = 8.951 + 0.437 X1 + 0.142 X2 + 0.268 X3 (1)
Based on the regression equation, it can be concluded that the constant value of
8.951 indicates the value of the variable Growth of Savings Deposits (Y) without being
influenced by the independent variable. The value of the regression coefficient (β1) of
0.437 shows the influence of the Marketing Strategy variable (X1) on the Growth of
Savings Deposits (Y). If the value of Marketing Strategy (X1) is increased by one unit, it
will be followed by an increase in Savings Deposit Growth (Y) by the regression
coefficient. The regression coefficient (β2) value of 0.142 shows the effect of Service
Strategy (X2) on Savings Deposit Growth (Y). If the Service Strategy value (X2) is
increased by one unit, it will be followed by an increase in Savings Deposit Growth (Y)
by the regression coefficient. The regression coefficient (β3) value of 0.268 shows the
effect of the Electronic Data Capture Infrastructure (X3) variable on Savings Deposit
Growth (Y). If the value of Electronic Data Capture Infrastructure (X3) is increased by
one unit, it will be followed by an increase in Savings Deposit Growth (Y) by the
regression coefficient.
Based on the test results in Figure 2 the significance value of the variable X1 is
0.000, X2 is 0.016, and X3 is 0.031. The significance values of the variables X1, X2, and
X3 are known to be smaller or < 0.05. Based on these results, it can be concluded that the
variables Marketing Strategy (X1), Service Strategy (X2), and Electronic Data Capture
Infrastructure (X3) partially have a significant effect on the variable Growth of Savings
Deposits (Y). These results also prove that hypotheses 1, 2, and 3 proposed in the study
are accepted.
Figure 3 F Test Results
Figure 3 shows that the significance value obtained is 0.000 or < 0.05. Based on the
results of the F test, it can be concluded that the variables Marketing Strategy (X1),
Service Strategy (X2), and Electronic Data Capture Infrastructure (X3) simultaneously
have a significant effect on the Growth of Savings Deposits (Y).
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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, Septemer 2023 1448
Figure 4 Results of Coefficient Determination
Based on the coefficient of determination test shown in Figure 4.5 above, it is
known that the Adjusted R Square value is 0.595. This value means that the variables
Marketing Strategy (X1), Service Strategy (X2), and Electronic Data Capture
Infrastructure (X3) have an effect or can predict the Growth of Savings Deposits (Y) by
59.5%, while 40.5% is influenced by other variables that are not studied.
These findings imply that financial institutions or organizations looking to increase
their savings base should focus on developing and implementing effective marketing and
service strategies while also investing in electronic data capture infrastructure. As such,
they have the potential to realize substantial growth in their savings base, which could
lead to increased profitability and sustainability in the long run. However, it is important
to note that these findings are based on specific studies, and other factors, such as
economic conditions, regulatory environment, and competition, can also influence
savings growth in different contexts. Therefore, financial institutions or organizations
must consider their unique circumstances and adjust their strategies accordingly. This
may involve conducting their research or analysis to identify the most effective marketing
and service strategies for their target audience, as well as investing in a suitable electronic
data capture infrastructure that meets their specific needs and requirements. In addition,
institutions must constantly monitor the growth rate of their savings and adjust their
strategies.
Conclusion
The study concludes that savings growth is a crucial factor for financial institutions,
and marketing strategies, service strategies, and investments in Electronic Data Capture
(EDC) infrastructure have a significant impact on this growth. Effective marketing
strategies, through targeted advertising, branding, and promotional programs, can
increase potential customer awareness and drive customer acquisition and retention.
Service strategies that focus on customer satisfaction, including online banking, 24/7
customer support, and personalized financial advice, also help build customer loyalty and
promote savings growth. Investment in EDC infrastructure brings efficiencies in account
opening, reduces errors, and speeds up transactions, thereby improving customer
experience and reducing operational costs. Overall, the study provides strong evidence
that combining the right marketing strategies, services that meet customer needs, and
EDC technology can drive better savings growth for financial institutions
The Impact Of Edc's Marketing, Service, And Infrastructure Strategies On The Growth Of
Savings Deposits At Bank Rakyat Indonesia Surabaya Pahlawan Branch
Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 9, September 2023 1449
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