The Influence of Marketing Mix Strategies for Savings Plus (BNI Taplus) Products on the Level of Customer Satisfaction at Pt. Bank Negara Indonesia (Persero) Tbk Supporting Branch Office (KCP) Wisma Bumiputera Jakarta
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 08
Abstract
Mix marketing is something that can carried out by the company for influence request will its products consist of on four groups, namely: product, price, promotion and place or channel distribution. Research purposes This is For Know the mix strategy marketing product savings plus (BNI Taplus), view factors considered customers in choose BNI Taplus products and see How influence mix marketing to level satisfaction customers. In measuring level satisfaction customers, there is four dimensions mix marketing among them product, price, place and promotion to satisfaction customers. Research methods this, that is study quantitative. Study quantitative is a research analysis in a way general use analysis statistics. Whereas type research used is type study survey, that is research that takes sample from One population and use questionnaire as tool basic data measurements. Sample in research This that is BNI Taplus customers at PT. Bank Negara Indonesia (Persero) Tbk KCP Wisma Bumiputera Jakarta as many as 50 respondents. The design used in study This is method descriptive analysis that is trying method look for description comprehensive about data, facts, events Actually about object research and for research data analysis This using multiple linear regression test, coefficient test determination, f-test, and t-test. Based on results research and f-test results (simultaneous) show that factors mix marketing influential positive to satisfaction customers. The results of the t-test (partial) are influential positive in a way significant to satisfaction customers is variable product, meanwhile variable price, place, promotion influential positive but no significant to satisfaction customers. Meanwhile, contribution variable mix marketing to satisfaction customers indicated by the coefficient determination already customized of 0.223 meaning that mix marketing (product, price, place and promotion) is influential to satisfaction customers amounted to 29.00% while the rest 71.00 % is influenced by other variables outside the model used by the author. Research result This getting R= 0.535 shows R is almost approach number 1, meaning between variable mix marketing (product, price, place and promotion) towards satisfaction customers have influence.
Authors and Affiliations
Andy Sukrisno , Eka Susilawati , Davindra Rasyid Fahmi,
Keywords
Related Articles
- EP ID EP743462
- DOI 10.47191/jefms/v7-i8-57
- Views 42
- Downloads 0
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