ABSTRACT:- This research was conducted with a background in banking origin which has a position as one of the competitive forces through its bargaining power. To meet the needs and desires of customers, they have the means of purchasing in making choices including the decision to save at a financial institution. The purpose of this study was to determine the effect of the product, promotion, location, and reputation on saving decisions at the Village Credit Institution in Kuta District, Bali. This research was conducted on Village Credit Institution customers in Kuta District. The number of samples taken was 120 respondents, using purposive sampling method. Purposive sampling is the determination of the sample with certain considerations. The analysis technique used is linear regression analysis. Based on the results of the study it can be seen that the product has a positive and significant effect on saving decisions, promotion has a positive and significant effect on saving decisions, location has a positive and significant effect on saving decisions, and reputation has a positive and significant effect on saving decisions.

KEYWORDS:- product, promotion, location, reputation, saving decision, Village Credit Institution