Pengaruh Strategi Marketing Public Relations Launching Produk Terhadap Tingkat Loyalitas Nasabah Kartu Kredit PT Bank OCBC NISP Periode Oktober sd Desember 2016

FEBRIANTI, BEPI (2017) Pengaruh Strategi Marketing Public Relations Launching Produk Terhadap Tingkat Loyalitas Nasabah Kartu Kredit PT Bank OCBC NISP Periode Oktober sd Desember 2016. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Bank OCBC NISP Tbk is a company engaged in banking, one of the business of PT Bank OCBC NISP Tbk is a credit card business, the current credit card business in the banking world is growing rapidly. Through marketing public relations program PT Bank OCBC NISP conducts information delivery activities about credit card programs. Through the marketing public relations program, it is expected that the company can know the extent of the influence on the level of customer loyalty. The purpose of this research is to know and explain: the influence of Marketing Public Relations to the level of customer loyalty, the influence of public relations marketing programs to Loyalty level of credit card customers. The type of research used is explanatory research with quantitative approach. This research uses two variables, namely Marketing Public Relations, and Customer Loyalty. Premier Banking Cab customers Gunung Sahari is the population used in this research. A total of 75 respondents were used as samples. The samples were taken using random sampling technique and using questionnaire as data retrieval method. Descriptive analysis and path analysis is the data analysis used in this study. Based on the result of path analysis which has been done shows that: Marketing Public Relations have no direct and significant influence to customer loyalty level. Key word : Marketing Public Relations, Loyaliti PT Bank OCBC NISP Tbk adalah perusahaan yang bergerak di bidang perbankan, salah satu bisnis dari PT Bank OCBC NISP Tbk adalah bisnis kartu kredit, saat ini bisnis kartu kredit di dunia perbankan sedang berkembang dengan pesat. Melalui program marketing public relations PT Bank OCBC NISP melakukan kegiatan penyampaian informasi tentang program kartu kredit. Dengan melalui program marketing public relations diharapkan perusahaan dapat mengetahui sejauh mana pengaruh terhadap tingkat loyalitas nasabah. Tujuan dari penelitian ini yaitu mengetahui dan menjelaskan: pengaruh Marketing Public Relations terhadap tingkat loyalitas nasabah, pengaruh program marketing public relations terhadap tingkat Loyalitas nasabah kartu kredit. Jenis penelitian yang dipakai menggunakan penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Penelitian ini menggunakan 2 variabel yaitu Marketing Public Relations, dan Loyalitas Nasabah. Nasabah Premier Banking Cab Gunung Sahari merupakan populasi yang digunakan dalam penelitian ini. Sebanyak 75 orang responden dijadikan sebagai sampel. Sampel tersebut diambil menggunakan teknik random sampling serta menggunakan kuesioner sebagai metode pengambilan data. Analisis deskriptif dan analisis jalur (path analysis) merupakan analisis data yang digunakan dalam penelitian ini. Berdasarkan hasil analisis jalur (path analysis) yang telah dilakukan menunjukkan bahwa: Marketing Public Relations tidak memiliki pengaruh yang langsung dan signifikan terhadap tingkat loyalitas nasabah. Kata Kunci: Marketing Public Relations, Loyalitas Pelanggan

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