Brand Awareness terhadap Keputusan Calon Nasabah dalam Pembukaan Rekening Bsg Pedagang Pasar Kota Tomohon

Abstract

Bank SulutGo (BSG), as a Regional Development Bank operating in North Sulawesi and Gorontalo, faces intense competition in attracting customers from the traditional market trader segment, particularly from national banks such as BRI that have long dominated this segment. Although BSG offers products that are comparable, or even more tailored to local community needs, such as the KUR Bohusami Ba Tibo program, traditional market traders in Tomohon City tend to be more familiar with and prefer competing banks. This condition is presumed to stem from BSG's low level of brand awareness among this segment. This study aims to determine the level of brand awareness of traders at the Beriman Traditional Market in Tomohon City toward BSG, to determine prospective customers' decisions regarding opening a BSG account, and to analyze the effect of brand awareness on that decision. This study employs a quantitative approach with a causal associative research design. The population consists of all 955 active traders at the Beriman Traditional Market in Tomohon City, with a sample of 91 respondents determined using the Slovin formula (10% margin of error) and selected through simple random sampling. Data were collected through Likert-scale questionnaires, observation, and literature review, and analyzed using simple linear regression analysis to examine the effect of the brand awareness variable (X) on prospective customers' decisions (Y). The findings of this study are expected to provide empirical insight into BSG's level of brand awareness and evidence of its influence on account-opening decisions, thereby serving as an evaluation tool and strategic recommendation for BSG's management in designing more targeted marketing programs for the traditional market trader segment.