Bauran Pemasaran Jasa dan Hubungannya dengan Kepuasan serta Loyalitas Nasabah PT. Bank Aceh Cabang Lhokseumawe

Roslinda, Roslinda and Mariyudi, Mariyudi (2014) Bauran Pemasaran Jasa dan Hubungannya dengan Kepuasan serta Loyalitas Nasabah PT. Bank Aceh Cabang Lhokseumawe. ournal Of Economic Management & Business, 15 (1). pp. 65-80. ISSN 1412 – 968X

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Abstract

This research aimed to find out and analyze the influence of services marketing mix: product, price, promotion, place, people, process, and physical evidence; and satisfaction on customer’s loyalty toward PT. Bank Aceh Cabang Lhokseumawe. This research used multiple linier regression data analysis, simultant significant testing and partial significant testing methods. The data were collected by distributing questionnaire to the 200 respondents who were purposively determined by a Non Probability sampling technique. The research found that the services marketing mix: product, place, people, process and physical evidence was partially had no influence on customer’s loyalty; only variables such as price, promotion and satisfaction that influenced the loyalty. Meanwhile, the partial testing results of the product, price, place, and process variables, also had no influence on customer’s satisfaction; and only variables: promotion, people, and physical evidence, that influenced the satisfaction of the customer’s of the PT. Bank Aceh Cabang Lhokseumawe.

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