UPAYA MENINGKATKAN LOYALITAS NASABAH MELALUI BAURAN PEMASARAN JASA DAN MANAJEMEN KERELASIAN KONSUMEN BANK BJB CABANG GARUT
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Date
2015
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Tesis Program Magister Management Universitas Widyatama
Abstract
Today's era of free trade, requires companies to locate and build a management system that is able to retain customers in a professional manner. Two things become a major consideration the company in customer retention is, first because of the increasingly high cost of acquisition of new customers in a climate of intense competition, the second is a measure of corporate profits is directly proportional to the growth of the relationship between companies and customers permanently Meeting the needs and desires of consumers requires a marketing concept called marketing mix. According to Kotler (2000: 15), Marketing mix is a combination of four essential variables of the marketing concept that can be controlled by the company. Four of these variables include the product, price, where (place) and promotion, and commonly abbreviated to 4P. Based on the above, the authors are interested in doing research with the title: "Efforts to Improve Customer Loyalty Through Marketing Mix Services and Consumer BJB Kerelasian Management Branch Garut"
This type of research that I use in this study is a qualitative research. This study aimed to obtain views and a more accurate picture of the marketing mix as independent variables (variables X1), consumer kerelasian management (variable X2) and Customer Loyalty as the dependent variable (Y) in the bank bjb. The research sample was done by using probability sampling. With a sampling technique Simple Random Sampling. This study was the number of respondents who researched many as 100 people.
The coefficient of determination (R2) of 0.825 means that 82.5% variable customer loyalty can be influenced by independent variables which in this case is variable marketing mix and consumer kerelasian management. And the balance of 17.5% affecting customer loyalty BJB bank branch Garut. That there is a linear relationship between marketing mix and consumer relation management with customer loyalty. Which also means that there are significant jointly between marketing mix and consumer kerelasian management on customer loyalty for the coefficient of determination (R2) = 0.825 or 82.5%, and this means that the influence of variables outside the research is quite small in the amount 1 -R2 = 0. 175 (error). Service marketing mix is the most influential factor in increasing customer loyalty BJB bank branch Garut. Marketing mix intended in this case is promotion. So this will provide the greatest effect in increasing customer loyalty BJB bank branch Garut.
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Keywords
Marketing Mix Services, Kerelasian Management, Customer Loyalty