PENGARUH PELAYANAN MARKETING PUBLIC RELATIONS TERHADAP LOYALITAS NASABAH MIKRO PT BANK MANDIRI CABANG JAKARTA BIDAKARA

IDRYANI, RIRI (2019) PENGARUH PELAYANAN MARKETING PUBLIC RELATIONS TERHADAP LOYALITAS NASABAH MIKRO PT BANK MANDIRI CABANG JAKARTA BIDAKARA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

PT Bank Mandiri is the largest bank with asset growth that continues to increase every year. The general secret that we know, this biggest bank does not escape attention to the quality of service from time to time. This study examines the effect of service on the loyalty of micro customers at PT Bank Mandiri Bidakara branch. The paradigm used is postivism with an explanatory (causal) type of research that looks for the effect of causal relationships. With a quantitative approach. The method used is survey research on micro customers of Bank Mandiri Jakarta branch Bidakara. Where researchers collected data and distributed questionnaires to 82 respondents using Simple Random Sampling techniques. Based on the results of the study, it shows that there is an influence of x variable (service) with y variable (loyalty). And researchers also found the magnitude of the influence was 22.6%. This means that the service factor affects 22.6% of the loyalty of the Bidakara branch of Bank Mandiri micro customers. The researcher hopes that in the future many will examine what factors influence loyalty other than service. Keywords: Public Relations Marketing, Corporate Public Relations PT Bank Mandiri merupakan bank terbesar dengan pertumbuhan asset yang terus meningkat setiap tahun nya. Rahasia umum yang kita ketahui, bank terbesar ini tidak luput memperhatikan kualitas pelayanan dari waktu-ke waktu. Penelitian ini mengupas pengaruh pelayanan terhadap loyalitas nasabah mikro di PT Bank Mandiri cabang Bidakara. Paradigma yang digunakan adalan postivisme dengan tipe penelitian eksplanatif (kausal) yang mecari pengaruh hubungan sebab akibat. Dengan pendekatan kuantitatif. Metode yang digunakan adalah penelitian survey pada nasabah mikro Bank Mandiri cabang Jakarta Bidakara. Dimana peneliti mengumpulkan data dan menyebarkan kuesioner kepada 82 responden dengan menggunakan teknik Sampling Random Sederhana. Berdasarkan hasil dari penelitian menunjukkan bahwa adanya pengaruh variable x (pelayanan) dengan variable y (loyalitas) . Dan peneliti juga menemukan besarnya pengaruh tersebut adalah 22.6%. Artinya, factor pelayanan mempengaruhi sebesar 22.6% loyalitas nasabah mikro Bank Mandiri cabang Bidakara. Peneliti berharap kedepan nya banyak yang mengkaji factor apa saja yang mempengaruhi loyalitas selain pelayanan. Kata Kunci : Marketing Public Relations, Corporate Public Relations

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 211
NIM: 44214110162
Uncontrolled Keywords: Marketing Public Relations, Corporate Public Relations
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Dede Muksin Lubis
Date Deposited: 16 Dec 2019 01:54
Last Modified: 08 Jan 2020 03:29
URI: http://repository.mercubuana.ac.id/id/eprint/52812

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