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The Influence of the Britama Savings Marketing Strategy on Customer Satisfaction at PT. Bank Rakyat Indonesia (Persero), Tbk. Batua Raya Makassar Unit

Ar, Dhita Pratiwi and L, Rini and Samalam, Abdul Gafar and Sasmita, Halida and Hafipah, Hafipah (2022) The Influence of the Britama Savings Marketing Strategy on Customer Satisfaction at PT. Bank Rakyat Indonesia (Persero), Tbk. Batua Raya Makassar Unit. In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.

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Abstract

This study aims to determine and analyze the effect of Product, Price, Place, Promotion, People, Physical Evidence and Process. The results showed that: product (X1) had a positive and insignificant effect on customer satisfaction, price (X2) had a negative and insignificant effect on customer satisfaction, place (X3) had a positive and insignificant effect on customer satisfaction, promotion (X4) had a positive effect and significant to customer satisfaction, people (X5) have a positive and significant effect on customer satisfaction, physical evidence (X6) has a negative and insignificant effect on customer satisfaction, and process (X7) has a positive and significant effect on customer satisfaction. However, the Ftest test shows that product, price, place, promotion, people, physical evidence, and process have a positive and significant effect together of 55.932 at PT. Bank Rakyat Indonesia (Persero), Tbk. Batua raya unit makassar. Keywords: “Product”, “Price”, “Place”, “Promotion”, “People”, “Physical Evidence”, “Process” and “Customer Satisfaction

Item Type: Conference or Workshop Item (Paper)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 27 Jun 2022 02:29
Last Modified: 28 Jun 2022 02:36
URI: http://eprints.perbanas.ac.id/id/eprint/9333

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