IMPACT CONTINUITY MARKETING, ONE TO ONE MARKETING AND PARTNERING MARKETING TERHADAP KEPUASAN NASABAH EKA SAVE PADA BANK EKA BUMI ARTHA KOTA METRO

Authors

  • Suryadi Suryadi Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Metro

DOI:

https://doi.org/10.24127/jf.v2i1.364

Keywords:

Continuity Marketing, One To One Marketing, Partnering Marketing, dan Kepuasan Nasabah

Abstract

Terdapat tiga program marketing customer relationship antara lain Continuity Marketing, One To One Marketing, Partnering Marketing mempunyai pengaruh pada kepuasan nasabah Bank.

Penelitian ini bertujuan untuk 1) untuk mengetahui apakah terdapat pengaruh yang signifikan antara Continuity Marketing terhadap kepuasan nasabah di Bank Eka Bumi Artha. 2) untuk mengetahui apakah terdapat pengaruh yang signifikan antara One To One Marketing terhadap kepuasan nasabah di Bank Eka Bumi Artha. 3) untuk mengetahui apakah terdapat pengaruh yang signifikan antara partnering Marketing terhadap kepuasan nasabah di Bank Eka Bumi Artha. 4) untuk mengetahui apakah Continuity Marketing, One To One Marketing dan Partnering Marketing secara simultan mempunyai pengaruh yang signifikan terhadap kepuasan nasabah.

Metode penelitian ini adalah penelitian kuantitatif yaitu prosedur penelitian yang menghasilkan data deskriptif berdasarkan hasil analisis kuantitatif terhadap variabel penelitian yaitu Continuity Marketing, One To One Marketing, Partnering Marketingterhadap kepuasan nasabah. Populasi dalam penelitian ini adalah 39.000 nasabah, sampel yang digunakan 100 responden/nasabah Eka Save yang masih aktif di Bank Eka Bumi Artha. Tehnik pengumpulan data menggunakan wawancara, observasi dan kuesioner, sedangkan alat analisis yang digunakan yaitu Regresi linier berganda.

Hasil penelitian yang telah dilakukan adalah 1) terdapat pengaruh yang signifikan antara continuity marketing terhadap kepuasan nasabah Eka Save. 2) terdapat pengaruh yang signifikan antara one to one marketing terhadap kepuasan nasabah Eka Save. 3) terdapat pengaruh yang signifikan antara partnering marketing terhadap kepuasan nasabah Eka Save. 4) continuity marketing, one to one marketing, dan partneringmarketing secara simultan mempunyai pengaruh yang signifikan terhadap kepuasan nasabah Eka Save.

 

Kata kunci : Continuity Marketing, One To One Marketing, Partnering Marketing, dan Kepuasan Nasabah

References

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Published

2019-04-15

Issue

Vol. 2 No. 1 (2019): April

Section

Articles

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