文章基本信息

标题：Bauran Pemasaran dan Kepuasan Konsumen Agen Laku Pandai PT. Bank XYZ
本地全文：下载
作者：Rano Hendranata ; M. Syamsul Ma’arif ; Kirbrandoko Kirbrandoko 等
期刊名称：Jurnal Aplikasi Bisnis dan Manajemen
印刷版ISSN：2528-5149
电子版ISSN：2460-7819
出版年度：2017
卷号：3
期号：3
页码：398-398
DOI：10.17358/jabm.3.3.398
出版社：Bogor Agricultural University
摘要：Marketing management is one element that is used by XYZ Bank to introduce its products widely known by the public. Laku Pandai is one of the Bank XYZ network developments with the concept of agency that promotes the development of the economy at the level of Laku Pandai Agent and increases customer satisfaction. The research used the Important Performance Analysis (IPA) aiming to determine the interest and performance of the customers of the Laku Pandai Agent. The results showed that the tools/technology variables used, product knowledge and good manner of the agents, and quick and easy transactions had high interests and satisfaction for the consumers. The study used the Structural Equation Modeling (SEM) to analyze the effects of marketing mix on customer satisfaction and loyalty. The results of the research showed that the empathy variable was the most determinant variable on satisfaction for the consumers of the agency when compared to the other variables of Tangible, Reliability, Assurance and Responsibility. Overall, the respondents were satisfied with the quality of services provided by Laku Pandai Agency.
关键词：agen laku pandai; bauran pemasaran; IPA; SEM