PENGARUH PROGRAM BAURAN PEMASARAN JASA TABUNGAN TERHADAP LOYALITAS PENABUNG PADA PT BANK MANDIRI SUDIRMAN BAWAH CABANG PEKANBARU
ABSTRACT: This research was
conducted at PT Bank Mandiri Sudirman Bawah Pekanbaru Branch, with the aim of
the study is to determine the level of customer satisfaction towards the
marketing mix saving service program and to determine the influence of the
program towards loyalty of the savers. The population in this study are all PT
Bank Mandiri Sudirman Bawah customers, totaling 25 029 people, while sampling
was done by purposive sampling method. Sample size was 100 respondents. Data
analysis using Descriptive and Regression Analysis. Analysis result shows that
marketing mix saving service program (product, price, place, promotion, people,
physical evidence and processes) significantly affect the loyalty of savers. As
for product (x1), price (x2), place (x3), promotion (x4), People (x5), Physical
Evidence (x6) and processes (X7) each significantly influence loyalty savers.
The most dominant variable influencing savers loyalty is the people.
Keywords: Product, Price,
Place, Promotion, People, Physical Evidence, processes and loyalty
Penulis: Mahyarni, Astuti
Meflinda
Kode Jurnal: jpmanajemendd100104
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