YOHAN, SERVOLUS (2023) PENGARUH BAURAN PEMASARAN JASA PRODUK BRITAMA TERHADAP KEPUASAN NASABAH DI KANTOR KAS BRI UNIVERSITAS MERDEKA MALANG. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh bauran pemasaran jasa (produk, promosi, harga, tempat, orang, bukti fisik dan proses) terhadap kepuasan nasabah di Kantor Kas BRI Universitas Merdeka Malang. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif, yang diukur dengan menggunakan metoda berbasis regresi linier berganda dengan SPSS v.25. Populasi dari penelitian ini adalah nasabah di Kantor Kas BRI Universitas Merdeka Malang. Sampel ditentukan berdasarkan metode purpose sampling, dengan jumlah sampel sebanyak 85 responden. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan metoda kuesioner melalui situs resmi google form dengan menggunakan uji t. Hasil penelitian membuktikan bahwa (1) terdapat pengaruh yang signifikan produk terhadap kepuasan nasabah, terdapat pengaruh yang signifikan promosi terhadap kepuasan nasabah, terdapat pengaruh yang harga atau bunga terhadap kepuasan nasabah, terdapat pengaruh yang signifikan lokasi terhadap kepuasan nasabah, tidak terdapat pengaruh yang signifikan orang (karyawan) terhadap kepuasan nasabah, terdapat pengaruh yang signifikan bukti fisik terhadap kepuasan nasabah, terdapat pengaruh yang signifikan proses terhadap kepuasan nasabah serta terdapat pengaruh signifikan secara simultan pada bauran pemasaran jasa (produk, promosi, harga, tempat, orang, bukti fisik dan proses) terhadap kepuasan nasabah di Kantor Kas BRI Universitas Merdeka Malang. This study aims to determine and analyze the effect of the service marketing mix (product, promotion, price, place, people, physical evidence and process) on customer satisfaction at the BRI Cash Office, Merdeka University Malang. This study uses a descriptive research type quantitative approach, which is measured using multiple linear regression-based methods with SPSS v.25. The population of this study were customers at the BRI Cash Office, Merdeka University Malang. The sample was determined based on the purpose sampling method, with a sample size of 85 respondents. The data used in this study are primary data. The data collection technique uses a questionnaire method through the official google form site using the t test. The results of the study prove that (1) there is a significant effect of product on customer satisfaction, there is a significant effect of promotion on customer satisfaction, there is a significant effect of price or interest on customer satisfaction, there is a significant effect of location on customer satisfaction, there is no significant effect of people (employees) on customer satisfaction, there is a significant effect of physical evidence on customer satisfaction, there is a significant effect of process on customer satisfaction and there is a simultaneous significant effect on the service marketing mix (product, promotion, price, place, people, physical evidence and process) on customer satisfaction at BRI Cash Office Merdeka University Malang.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Bauran Pemasaran Jasa (Produk, Promosi, Harga, Tempat, Orang, Bukti Fisik Dan Proses), Kepuasan Nasabah | ||||||||
| Subjects: | Manajemen > Manajemen SDM | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mr Servolus Yohan | ||||||||
| Date Deposited: | 27 Mar 2023 04:31 | ||||||||
| Last Modified: | 27 Mar 2023 04:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9913 |
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