CD Tesis

Pengaruh Komunikasi Pemasaran Terpadu Terhadap Kepuasan dan Loyalitas Nasabah pada Tabungan Siaga PT Bank Bukopin Cabang Pekanbaru

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The aim of study is to investigate direct and indirect effects of integrated
marketing communication toward customer satisfaction and customer loyalty. The
population are customers of Siaga Saving Account PT Bank
BukopinTbkPekanbaru Branch. The sample consisted of 200 customer who were
selected with a convenience sampling technique. The variables are advertising,
direct marketing, sales promotion,personal selling and public relation as
independent variables, customer loyalty as dependent variable and customer
satisfaction as an intervening variable. The data were analyzed with Fishbein
analysis and path analysis by using SPSS 17 for windows.
The results show that personal selling and public relation gives a positive
and significant impact to both customer satisfaction or customer loyalty.
Meanwhile, advertising, direct marketing, and sales promotion gives no
significant impact to customer satisfactionand customer loyalty. Customer
satisfaction no signifikan influences customer loyalty.
It is recommended to depelove integrated marketing communications
especially personal selling and public relation to make a good relationship with
the customer and focused on market segmentation to promote a kind of product on
create anew customer and have a good relationship with existing customer.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10.04 .115 (0044)

Penerbit

Pekanbaru : Universitas Riau - Pasca Manajemen Pemasaran., 2015

Deskripsi Fisik

x,118 hlm.; ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

10.04 .115 (0044)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

LUBIS

Versi lain/terkait

Lampiran Berkas

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