Gustiasya, Thia (2010) Pengaruh Bauran Pemasaran Terhadap Kepuasan Nasabah Tabungan Bank Mega Cabang Kebon Jeruk. S1 thesis, STIE Indonesia Banking School.
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Abstract
This research was aimed to study empirically the effect of marketing mix which includes product, price, place, promotion, people, physical evidence and process to costomer satisfaction. The sample in this research is taken accidentally in Bank Mega Branch Kebon Jeruk. The result of this research shows that simultaneous variables of marketing mix have significant effect to customer satisfaction, but partially they don't have significant effect to customer satisfaction. The effect of marketing mix to customer satisfaction is 0.373 with significance level of 0.000. While partially, the effect of marketing mix variables are as follows: first, product doesn't have significant effect to customer satisfaction with beta coefficient of 0.078 and significance level of 0.436, price doesn't have significant effect to customer satisfaction with beta coefficient of -0.010 and significance level of 0.898, place doesn't have significant effect to customer satisfaction with beta coefficient of -0.002 and significant level of 0.980, promotion doesn't have significant effect to customer satisfaction with beta coefficient of -0.028 and significance level of 0.729, people doesn't have significant effect to customer satisfaction with beta coefficient of 0.190 and significance level of 0.098, physical evidence has significant effect to customer satisfaction with beta coefficient of 0.333 and significance level of 0.000 and process has significance effect to customer satisfaction with beta coefficient of 0.219 and significance level of 0.012 where physical evidence has dominant effect to customer satisfaction. in the effort to increase customer satisfation, the company must increase and maintain the good physical evidence and process. physical evidence is as one of the most dominant variable must remain to be controlled directly by the company. keywords: marketing service, marketing mix, customer satisfaction.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 03 Oct 2022 00:23 |
| Last Modified: | 03 Oct 2022 00:23 |
| URI: | http://repository.ibs.ac.id/id/eprint/5210 |
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