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PENGARUH MARKETING MIX TERHADAP PERSEPSI NASABAH DALAM MEMILIH BANK BRI DI SURABAYA

SURYANI, NICKEN AGUSTINE (2016) PENGARUH MARKETING MIX TERHADAP PERSEPSI NASABAH DALAM MEMILIH BANK BRI DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Strategy Marketing mix 7P are: product, price, place, promotion, people, process, physical evidence in the field of banking can be a measure of the perception of the customer in choosing a BRI in Surabaya. This study aimed to analyze the influence of marketing mix to customer perception in choosing Bank BRI in Surabaya. This research method using quantitative research methods using a questionnaire study of 100 respondents and this study is causal. The sample in this study is a customer of Bank BRI in Surabaya of at least 19 years old and already have an account at Bank BRI and conduct a transaction at the branch offices in Surabaya. The data used in this research is primary data and data collection using questionnaires with purposive sampling method. The data in this study using the validity, reliability, Descriptive Analysis, Classical Assumption Test, Multiple Regression Analysis, And t Hypothesis Testing. The results in this study from 7 variables only variables poeple positive and significant impact on the perception of the customer choosing Bank BRI in Surabaya, while 6 variables consist of product, price, location, promotion, physical evidence and process does not significantly influence the perception customers choosing BRI bank in Surabaya. Keywords: Marketing Mix, Customer Perception

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.17 - BANKING SERVICES
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 24 Jan 2017 03:41
Last Modified: 24 Jan 2017 03:41
URI: http://eprints.perbanas.ac.id/id/eprint/440

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