Pengaruh Harga, Promosi Dan Karyawan Terhadap Loyalitas Nasabah Bank BRI Britama Di Surabaya Dengan Kepuasan Nasabah Sebagai Mediasi

Hidayat, Nurul (2017) Pengaruh Harga, Promosi Dan Karyawan Terhadap Loyalitas Nasabah Bank BRI Britama Di Surabaya Dengan Kepuasan Nasabah Sebagai Mediasi. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study examines the influence of prices, promotions, and people on the loyalty of bri britama bank customers in Surabaya with customer satisfaction as mediation. The results of this study indicate that price, promotion and employees have a significant positive effect on satisfaction and satisfaction have a significant positive effect on customer loyalty. According to Britama's top brand of savings products decline in 2014 and 2015 the product britama is ranked second but in the year 2016 britama products down to rank three. Analytical technique The type of research used in this study is descriptive research using a quantitative approach. Analysis technique used is descriptive analysis technique that is with spss and statistic warpPLS 5.0. Total sample of 105 respondents. Based on the results of the output path coefficient and P value above can be seen that the price has a positive effect on satisfaction with regression coefficient of 0.245 and significant at 0.004 (below 0.05). Promotion has a positive effect on satisfaction with regression coefficient of 0.219 and significant at 0.010 (below 0.05). Employees have a positive influence on satisfaction with regression coefficient of 0.234 and significant at 0.006 (below 0.05). Satisfaction has a positive effect on loyalty with regression coefficient of 0.182 and significant at 0.027 (below 0.05). Key Words : Price, Promotion, People, Satisfaction And Loyality

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 18 Dec 2019 08:35
Last Modified: 18 Dec 2019 08:35
URI: http://eprints.perbanas.ac.id/id/eprint/5715

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