Pengaruh Bauran Pemasaran terhadap Loyalitas Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening pada PT Bank Mandiri KCP Medan Titipapan

Abstract

Every Bank does not want its clients to move to another competitor. Therefore, the best quality is the commitment of every Bank so that its clients become loyal customers. In this case, marketing mix strategy is highly needed. The objective of the research was to find out and analyze the injluence 7p marketing mix (product, price, promotion, place, people, physical evidence, and process) partially and simultaneously on clients' satisfaction, the influence of 7p marketing mix on clients' loyalty, and the influence of clients' satisfaction on the loyalty, indirect injluence7p marketing mix on clients' loyalty through their satisfaction at PT Bank Mandiri KCP Titipapan, Medan. The research used Likert Scale, and the samples were 101 respondents, taken by using accidental sampling technique. The data were analyzed by using path analysis with linear regression analysis. The result of the research showed that marketing mix which consisted of product, price, promotion, place, people, physical evidence, and process simultaneously had positive and significant influence on clients' satisfaction. Partially, product, ·price, promotion, place, people, physical evidence, and process had positive and significant influence on .clients' loyalty. Product did not have any positive and significant influence on clients' loyalty, promotion and place did not have any positive and significant influence · on clients ' loyalty, people and physical evidence had positive but insignificant influence on clients ' loyalty, and process had positive and significant influence on clients' loyalty, Product had indirect influence on clients ' satisfaction (intervening variable), price had direct influence on clients' loyalty (not intervening variable), promotion had indirect influence on clients' loyalty through clients' satisfaction (intervening variable), place promotion had indirect injluence on clients' loyalty through clients' satisfaction (intervening variable), people had direct influence on clients' loyalty (not intervening variable), physical evidence had indirect injluence on clients' loyalty (intervening variable), and process had direct influence on clients' loyalty (intervening variable).