PENGARUH CITRA BANK, PEMASARAN RELASI DAN KEPERCAYAAN NASABAH TERHADAP NIAT MENGGUNAKAN PRODUK TABUNGAN CIMB NIAGA DI SURABAYA

YANA, SAVANTINA DWI (2015) PENGARUH CITRA BANK, PEMASARAN RELASI DAN KEPERCAYAAN NASABAH TERHADAP NIAT MENGGUNAKAN PRODUK TABUNGAN CIMB NIAGA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Purchase intentiontowardabankproductis necessary forbanksto increase theprofitof a bank. Customerpurchase intentioncanalsobe influencedby several factors,among whichthe image ofthe bank, relationshipmarketingandtrust. Ifthe image ofthe bank, relationshipmarketingandtrust in thebanksratedpositivelybythe customerthenthe customerpurchase intentiontowardthe bankwillincreasethe productwell. Researchers usedquestionnairesinresearchwith anumber of respondentswere 100responden saving clients of CIMB Niaga in Surabaya. The results showthat theimage of thetubsignificant positive effect onintentionto use, relationshipmarketingis nota significantpositive effecton the intentionto useandtrustsignificant positive effect onintentionto use. The implicationisthatcimbniagashouldincrease the value ofrelationshipmarketingwithgood qualitytoimprovecustomerrelationshipmarketingon the intentionto use. Key words: Bank Image, Relationship Marketing, Trust and Purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 16 Feb 2017 07:56
Last Modified: 16 Feb 2017 07:56
URI: http://eprints.perbanas.ac.id/id/eprint/547

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