Office Networks and Promotions in Driving Consumer Loan Sales via Savings Deposits: A Study of Regional Development Banks in Sulawesi

This study examines the relationship between office networks, promotional spending, and savings collection in driving consumption loan sales at regional development banks in Sulawesi Island. Using multiple regression analysis with classical assumption tests, data from annual reports of four banks—Bank Sulselbar, Bank Sulteng, Bank SulutGo, and Bank Sultra—collected from 2017 to 2023, were analysed. The results show that office networks have a positive and significant impact on consumption loan sales, underscoring the crucial role that office networks play in enhancing loan distribution. However, promotional activities were found to have a negative and insignificant effect on consumption loan sales, indicating that promotions are more effective in attracting savings rather than loans. Furthermore, savings negatively and significantly affect consumption loan sales, suggesting that savings are not the primary source of loan funding. Office networks were found to have no significant effect on savings deposits, while promotions were negatively and significantly related to savings. These findings suggest that both office networks and promotional strategies need to be reconsidered for their roles in driving savings and loan sales in regional development banks.