PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS DEBITUR (Studi Kasus pada PT. Bank Perkreditan Rakyat Nusantara Bona Pasogit 12)

TUA, RUDY BODEWYN MANGASA (2014) PENGARUH BAURAN PEMASARAN TERHADAP LOYALITAS DEBITUR (Studi Kasus pada PT. Bank Perkreditan Rakyat Nusantara Bona Pasogit 12). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This thesis aims to find out the magnitude of the influence of marketing mix to the Debtor on the Loyalty of PT. Bank Perkreditan Rakyat Nusantara Bona Pasogit 12 in Serpong. The methods used in this research is quantitative descriptive survey method with the korelasional approach that aims to analyze the influence of free and bound variables, with the techniques of examining a sample of part of the population. The Data used is primary data. The results showed that simultaneously the indicator product, Office Networks, promotion, pricing, HUMAN RESOURCES, physical evidence and simultaneously Process a significant effect against the debtor Loyalty satisfaction BPR. BPR products partially affect the loyalty of Debtors was significantly, partially BPR office network does not affect the debtor's Loyalty, promotions partially also does not affect the loyalty of the debtor, the price partially affect the loyalty of Debtors was significantly partially, HR affect the loyalty of Debtors was significantly partially Physical, the evidence did not affect the debtor's Loyalty, and the process of partially affect the loyalty of the debtor in a significant way. Keywords: Marketing Mix, The Loyalty Of The Debtor. Tesis ini bertujuan untuk mengetahui besarnya pengaruh Bauran Pemasaran terhadap Loyalitas Debitur pada PT. Bank Perkreditan Rakyat Nusantara Bona Pasogit 12 Serpong. Metode yang digunakan dalam penelitian ini adalah metode survey kuantitatif deskriptif dengan pendekatan korelasional yang bertujuan untuk menganalisa pengaruh antara variable bebas dan terikat, dengan teknik meneliti sampel bagian dari populasi. Data yang digunakan adalah data primer. Hasil penelitian menunjukkan bahwa secara simultan Indikator Produk, Jaringan Kantor, Promosi, Harga, SDM, Bukti Fisik dan Proses secara simultan berpengaruh signifikan terhadap kepuasan Loyalitas Debitur BPR. Produk BPR secara parsial mempengaruhi Loyalitas Debitur secara signifikan, Jaringan Kantor BPR secara parsial tidak mempengaruhi Loyalitas Debitur, Promosi secara parsial juga tidak mempengaruhi Loyalitas Debitur, Harga secara parsial mempengaruhi Loyalitas Debitur secara signifikan, SDM secara parsial mempengaruhi Loyalitas Debitur secara signifikan, Bukti Fisik secara parsial tidak mempengaruhi Loyalitas Debitur, dan Proses secara parsial mempengaruhi Loyalitas Debitur secara signifikan. Kata Kunci : Bauran Pemasaran, Loyalitas Debitur.

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