Judul Karya Ilmiah

Shafitranata, 1321011051 (2015) Judul Karya Ilmiah. Fakultas Ekonomi dan Bisnis, Universitas Lampung.

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Abstract

Semakin berkembangnya jasa perbankan di Indonesia, mengakibatkan persaingan yang semakin tinggi. Persaingan tersebut menuntut setiap perbankan untuk memperhatikan keinginan nasabah dan memenuhi harapan nasabah. Namun yang lebih penting adalah berusaha sebaik-baiknya untuk mempertahankan dan membina hubungan jangka panjang dengan nasabah existing. Permasalahan pada penelitian ini adalah : Apakah program pemasaran jasa yang terdiri dari produk, harga, promosi, tempat, karyawan, proses, bukti fisik berpengaruh secara parsial dan simultan terhadap kepuasan nasabah. Dan kepuasan nasabah berpengaruh terhadap loyalitas nasabah kredit mikro Bank BJB Cabang Bandar Lampung. Hipotesis yang dirumuskan: Program pemasaran : produk, harga, promosi, tempat, karyawan, proses dan bukti fisik berpengaruh signifikan terhadap kepuasan nasabah. Dan kepuasan nasabah berpengaruh signifikan terhadap loyalitas nasabah kredit mikro Bank BJB Cabang Bandar Lampung. Setelah dilakukan analisis terhadap variabel program pemasaran, kepuasan nasabah dan loyalitas nasabah: variabel produk (X1), karyawan (X5), proses (X6), bukti fisik (X7) memiliki pengaruh yang signifikan terhadap kepuasan nasabah, sedangkan variabel harga (X2), promosi (X3) dan tempat (X4) tidak memiliki pengaruh yang signifikan. Dan kepuasan nasabah berpengaruh signifikan terhadap loyalitas nasabah. Saran yang diajukan kepada Bank BJB selaku bank penyalur kredit mikro untuk meningkatkan proses penyaluran kredit mikro, mempertahankan penampilan fisik Bank BJB, jenis dan manfaat produk kredit mikro serta meningkatkan pelayanan kepada nasabah sehingga mampu meningkatkan portofolio kredit mikro Bank BJB. Kata Kunci : Program Pemasaran, Kepuasan Nasabah dan Loyalitas Nasabah. Development of banking services in Indonesia, resulting in higher competition. The competition requires each bank to heed the wishes of customers and meet customer expectations. But more important is trying their best to maintain and develop long-term relationships with existing customers. Problems in this study is: Does marketing program services consist of product, price, promotion, place, people, processes, physical evidence and simultaneous partial effect on customer satisfaction. And the impact of customer satisfaction on customer loyalty microcredit BJB Branch Bandar Lampung. The hypothesis formulated: Program marketing: product, price, promotion, place, people, processes and physical evidence of a significant effect on customer satisfaction. And customer satisfaction have a significant effect on customer loyalty microcredit BJB Branch Bandar Lampung. After analyzing the variable marketing programs, customer satisfaction and customer loyalty: variable product (X1), employees (X5), process (X6), physical evidence (X7) have a significant impact on customer satisfaction, whereas price variable (X2), promotion (X3) and (X4) has no significant effect. And customer satisfaction have a significant effect on customer loyalty. Suggestions submitted to the Bank BJB as bank microlenders to improve the process of micro-lending, maintaining physical appearance BJB, types and benefits of micro-credit products and improve services to customers so as to boost micro credit portfolio of Bank BJB. Keywords: Marketing Program, Customer Satisfaction and Customer Loyalty.

Item Type:	Other
Subjects:	H Ilmu Sosial = Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User:	2739016 . Digilib
Date Deposited:	10 Dec 2015 04:07
Last Modified:	10 Dec 2015 04:07
URI:	http://digilib.unila.ac.id/id/eprint/15401

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