PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN PROMOSI TABUNGAN DIGITAL WOKEE TERHADAP KEPUASAN NASABAH PT BANK BUKOPIN TBK CABANG JAKARTA SAHARJO

MUZAKIR, RIZKI (2021) PENGARUH KUALITAS LAYANAN, CITRA MEREK DAN PROMOSI TABUNGAN DIGITAL WOKEE TERHADAP KEPUASAN NASABAH PT BANK BUKOPIN TBK CABANG JAKARTA SAHARJO. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine whether there is an influence of service quality, brand image and promotion of customer satisfaction. The subjects of this study are Wokee Bank Bukopin's digital savings customers who have used the Wokee digital savings application for at least one year. The sampling technique uses a purposive technique where the sample is taken or determined based on certain characteristics and techniques. By using descriptive quantitative methods, with analytical tools using the SPSS 25.0 program. The results of the analysis in this study indicate that service quality, brand image and promotion simultaneously affect the satisfaction of Wokee Bank Bukopin's digital savings customers. The results of this study are expected to be used as a reference for compiling company strategies in increasing customer satisfaction and sales of digital savings products by taking into account the variables studied. Keywords: service quality, brand image, promotion, customer satisfaction. Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh kualitas layanan, citra merek dan promosi terhadap kepuasan nasabah. Subjek Penelitian ini adalah nasabah tabungan digital Wokee Bank Bukopin yang telah menggunakan aplikasi tabungan digital Wokee minimal selama satu tahun. Teknik pengambilan sampel menggunakan teknik purposive dimana sampel diambil atau ditentukan berdasarkan karakteristik dan teknik tertentu. Dengan menggunakan metode kuantitatif deskriptif, dengan alat bantu analisis menggunakan program SPSS 25.0. Hasil analisis dalam penelitian ini menunjukan bahwa kualitas layanan, citra merek dan promosi secara simultan berpengaruh terhadap kepuasan nasabah tabungan digital Wokee Bank Bukopin. Hasil penelitian ini diharapkan dapat digunakan untuk referensi menyusun strategi perusahaan dalam meningkatkan kepuasan nasabah dan penjualan produk tabungan digital dengan memperhatikan variabel yang diteliti. Kata Kunci : kualitas layanan, citra merek, promosi, kepuasan nasabah.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118110007
Uncontrolled Keywords: kualitas layanan, citra merek, promosi, kepuasan nasabah.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.1 Banks/Bank, Perbankan
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.2 Specialized Banking Institutions/Institusi Perbankan Khusus
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.8 Interest and Discount/Bunga Bank dan Diskon
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 19 Feb 2022 08:13
Last Modified: 08 Jul 2023 01:39
URI: http://repository.mercubuana.ac.id/id/eprint/55994

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