THEZAR, THEZAR (2015) PENGARUH ATRIBUT PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN NASABAH MEMILIKI KARTU KREDIT BII MAYBANK (Studi Pada :BII MAYBANK Kantor Cabang Thamrin Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tesis ini bertujuan untuk mengetahui pengaruh antara atribut produk ,persepsi harga dan promosi terhadap keputusan nasabah memiliki kartu kredit BII Maybank KC Thamrin dengan menggunakan 4 variabel atribut produk ( independent varible) persepsi harga (independent variabel) promosi ( independent variabel) dan Keputusan Nasabah ( dependent variabel). metode yang digunakan dalam penelitian ini adalah analisis deskriptif dengan metode pengumpulan data melalui studi pustaka, observasi dan interview. Menggunakan SPSS 21 dalam model dan pengujian hipotesis dengan sampel penelitian ini adalah Nasabah KC Thamrin , yaitu sebanyak 100 nasabah. Dari hasil penelitian diperoleh bahwa dimensi promosi dalam hal ini publisitas sangat berpengaruh terhadap keputusan nasabah untuk dimensi saluran pembelian dalam Memiliki Kartu Kredit BII . Hasil penelitian ini menunjukkan bahwa bahwa ketiga hipotesis berpengaruh positif yaitu atribut produk berpengaruh terhadap keputusan nasabah Memiliki Kartu Kredit BII Maybank, Persepsi Harga berpengaruh positif terhadap Keputusan Nasabah Memiliki Kartu Kredit BII Maybank dan Promosi berpengaruh positif terhadap Keputusan Nasabah Memiliki Kartu Kredit BII Maybank. Kata kunci : Atribut Produk, Persepsi Harga , Promosi, Keputusan Nasabah This thesis aims to determine the effect of product attributes, perceptions of price and promotion to the customer's decision has BII Maybank credit card by using the KC Thamrin 4 product attribute variables (independent varible) price perception (independent variable) promotion (independent variable) and the Customer Decision (dependent variable). methods used in this research is descriptive analysis method of data collection through literature study, observation and interviews. Using SPSS 21 in the model and hypothesis testing with a sample of this study is the Customer KC Thamrin, as many as 100 customers. The result showed that the dimensions of the publicity campaign in this case affects the customer's decision to purchase the channel dimensions Having a Credit Card BII. The results of this study indicate that the third hypothesis that the positive effect that product attributes affect the customer's decision Has BII Maybank Credit Card, Perception Price positive effect on the Customer Decision Has BII Maybank Credit Card Promotion and positive influence on the Customer Decision Has BII Maybank Credit Card. Keywords : Attributes Product, Price Perception, Promotion, Customer Decision
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-15-121 |
| NIM/NIDN Creators: | 55112110052 |
| Uncontrolled Keywords: | Atribut Produk, Persepsi Harga , Promosi, Keputusan Nasabah, Attributes Product, Price Perception, Promotion, Customer Decision, MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 03 Jun 2022 04:06 |
| Last Modified: | 30 Jun 2022 02:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62468 |
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