Analisis Pengaruh Bauran Pemasaran Pemasaran terhadap Kepuasan Nasabah PT Bank Mestika Cabang Kisaran

Abstract

This study was aimed at analyzing the influence of marketing mix on the satisfaction of the consumers of PT. Bank Mestika Kisaran Branch. The objects of this study were the customers of Mestika savings at PT. Bank Mestika Kisaran Branch. The problem discused in this study was the decreasing number of customers in their capacity as the savings owner at PT. Bank Mestika Kisaran Branch. The research questions to be answered were whether or not, simultaneously or partially, the marketing mix consisting of the variables of product, price, place, promotion, people, process, physical evidence and customer service had a significant influence on the satisfaction of the consumers of PT. Bank Mestika Kisaran Branch. The data for this study were obtained from 98 respondents selected through accidental sampling technique using Slovin formula from all of the customers owning the Mestika Savings at PT. Bank Mestika Kisaran Branch. The data obtained were analyzed through multiple linier regression tests using SPSS 17. 0 program. The rersult of this study showed that the determination coefficient (R2) was 0. 749 (74.9%) that we could say that 7 4. 9% of the variations of dependent variables such as satisfaction of customer (l? found in the model caould be explained by independent variables such as product, price, place, promotion, people, process, physical evidence and customer service, while the remaining 25.1% was influenced by the other variables which were not included in this study. The result of the second hypothesis testing showed that, partially, the variables of product, people, process and customer service had a significant influence on the satisfaction of customers, while the variables of price, promotion, and place did not show any significant influence on the dependent variable of customer satisfaction.