PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSANKONSUMEN MEMILIKI KARTU KREDIT BRI (Studi Kasus Pada BRI Kantor Cabang Solo Slamet Riyadi)

SRIWIJAYANI, TRI NOVI (2008) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSANKONSUMEN MEMILIKI KARTU KREDIT BRI (Studi Kasus Pada BRI Kantor Cabang Solo Slamet Riyadi). PhD thesis, Universitas Sebelas Maret.

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    Abstract

    MARKETING MIX INFLUENCE TO CUSTOMER’S DECIDED TO HAVE BRI CREDIT CARD (Study Case at BRI Solo Slamet Riyadi Branch) This Research has purpose to know: 1.Influence significant and grade in marketing mix to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch. 2.Identify between variables product, price, promotion, place, personal, and process and customer service that dominant influence to customers decided to have BRI credit card at BRI Slamet Riyadi Branch. 3.Variables marketing mix is influence to customer depend on his income. Respondent on this research are 180 customers. This research base on case studies and data is taken use questioner and interview method. Validity test is use Product Moment Pearson and Reliability test is use Alpha Cronbach. Classic assumption test are use multicolinearity test, heteroskedastisity test, normality, autocorrelation. Data analysis use multiple linier regression. Data analysis is use multiple linier regression. Based on data analysis , the results of this research are: 1.Variables marketing mix that have positive and significant influence to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch are : Price, Place and Resale Services.Variables that have not positive and significant influence to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch are : Product, Promotion, Person and Process. 2.Variables price, place and resale services have the most influence to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch although variables product, promotion, personal and process. 3.a.Based on Customer’s income, there are different influence variables Promotion and Resale services to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch. b.Based on Customer’s income, there aren’t different influence variables Product, Price, Place, Person, Process to customer’s decided to have BRI credit card at BRI Slamet Riyadi Branch. Key Word : Marketing Mix ( Product , Price, Place, Promotion, Person , Process and Resale Services), Customer’s Decided, Customer’s Income .

    Item Type: Thesis (PhD)
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Pasca Sarjana > Magister > Magister Manajemen
    Depositing User: Afif Wandala
    Date Deposited: 24 Aug 2013 02:05
    Last Modified: 24 Aug 2013 02:05
    URI: https://eprints.uns.ac.id/id/eprint/10517

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