The Influence of Emotional Bonding, Relational Approach, Green Innovation, and Word of Mouth on Savings Selection Decision at BCA Menara Bidakara, South Jakarta

The increasingly competitive banking industry requires banks to understand factors that influence customers’ decisions in choosing savings products. At BCA KCU Menara Bidakara, South Jakarta, the achievement of new customer acquisition had not reached the established target, indicating the need to identify factors that encourage customers’ savings selection decisions. This study aims to analyze the influence of Emotional Bonding, Relational Approach, Green Innovation, and Word of Mouth on savings selection decisions. The study employed a quantitative approach involving 110 savings customers of BCA KCU Menara Bidakara selected using probability sampling. Data were collected through questionnaires using a Likert scale and analyzed using Partial Least Squares with SmartPLS 4. The results show that all research indicators met the validity and reliability criteria. The structural model produced an R-Square value of 0.712, indicating that 71.2% of the variation in savings selection decisions was explained by the four independent variables. Hypothesis testing showed that Emotional Bonding, Relational Approach, Green Innovation, and Word of Mouth had positive and significant effects on savings selection decisions. Word of Mouth had the strongest relative influence among the four variables. The findings indicate that emotional relationships, relational quality, environmental innovation, and social recommendations are important factors in strengthening customers’ decisions to choose BCA savings products