PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN NASABAH MENABUNG PADA PT. BANK MANDIRI (PERSERO) DI SURABAYA

OCTAVIANI, MARGARETHA CHISTINA (2016) PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN NASABAH MENABUNG PADA PT. BANK MANDIRI (PERSERO) DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Marketing activity becomes one of crucial activity in the company in order to keep the company existency to develop and get a profit. The profit gains from the number of customers, PT. Bank Mandiri (PERSERO) which is based in Surabaya has a strategy to expand its business capacity based on its customers demand. The strategy which applies in its marketing concept can affect the customers’decision to save their money. This marketing strategy is called by marketing mix which uses product variable, price, promotion, location, people, process and physical evidence. The data analysis used in this study are descriptive analysis and statistic test analysis by using double linier regression. The result of the study showed that product variable, price, promotion, location, people, and prosess have a positive impact towards the customers” decision to save their money at Bank Mandiri in Surabaya. While physical evidence has a negative impact towards the customers’ decision to save their money at Bank Mandiri in Surabaya Key words : marketing mix, saving decision

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 28 Aug 2017 08:10
Last Modified: 28 Aug 2017 08:11
URI: http://eprints.perbanas.ac.id/id/eprint/2227

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