Analisis pengaruh marketing mix terhadap keputusan nasabah dalam memilih produk tabungan BNI Taplus pada PT. Bank Negara Indonesia (Persero) Tbk. Graha Pangeran Surabaya

Tejakusuma, Androw (2010) Analisis pengaruh marketing mix terhadap keputusan nasabah dalam memilih produk tabungan BNI Taplus pada PT. Bank Negara Indonesia (Persero) Tbk. Graha Pangeran Surabaya. Masters thesis, Widya Mandala Catholic University.

[img]
Preview
Text (ABSTRAK)
Abstrak.pdf

Download (182kB) | Preview
[img]
Preview
Text (BAB 1)
Bab 1.pdf

Download (111kB) | Preview
[img] Text (BAB 2)
Bab 2.pdf
Restricted to Registered users only

Download (874kB)
[img] Text (BAB 3)
Bab 3.pdf
Restricted to Registered users only

Download (251kB)
[img] Text (BAB 4)
Bab 4.pdf
Restricted to Registered users only

Download (322kB)
[img] Text (BAB 5)
Bab 5.pdf
Restricted to Registered users only

Download (130kB)
[img]
Preview
Text (BAB 6)
Bab 6.pdf

Download (109kB) | Preview
[img]
Preview
Text (LAMPIRAN)
Lampiran.pdf

Download (596kB) | Preview

Abstract

Banking world growth in Indonesia for the last ten years is getting faster, bank is not only functioned as fund collection place from society in the form of saving (such as savings, deposit, or clearing account). But it is also distribute fund to the society in the form of loan or credit. Therefore, as banking institution that established by Government. At today era, banking is demanded to give quality service in order to be able to fulfill customer's needs and will through service that oriented to customer's satisfaction. The purpose of this research is finding out the big of influence of bank service factors on customer's satisfaction, that is by using live variables, those are product, price, place and promotion at BNI Graha Pangeran Surabaya. This research is included in explanatory research type. Sampling technique that being used as accidental sampling with total 200 respondents. Questionnaire instrument is used as data collection. Data will be analyzed qualitatively and quantitatively by using cross table analysis tool, correlation, simple linear regression and multiple linear regression, and hypothesis testing is performed by using t-test and F-test. The conclusion of this research is that there is product (X1), price (X2), place (X3) and promotion (X4) variables, that has significant influence collectively on customer's decision in choosing account products of BNI Taplus at PT Bank Negara Indonesia (Limited) Tbk. Graha Pangeran Surabaya and product (X1), price (X2), place (X3) and promotion (X4) variables has significant influence partially on costumer's decision in choosing account product of BNI Taplus at PT Bank Negara Indonesia (Limited) Tbk. Graha Pangeran Surabaya, and it is already proved right based on the result of the research. In addition, other finding from this research is that dominant variable at customer's decision in choosing account product of BNI Taplus is product, in which the score of t-count of product variable (X1) is 0,425, and it is the biggest one when it is compared with the score of t-count of other free variables.

Item Type: Thesis (Masters)
Department: ["eprint_fieldopt_department_Graduate School" not defined]
Uncontrolled Keywords: Marketing mix, customer's decision, product, price, place, promotion.
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:30
Last Modified: 26 Jun 2015 08:30
URI: http://repository.wima.ac.id/id/eprint/2858

Actions (login required)

View Item View Item