Pengaruh Bauran Promosi Terhadap Kepuasan Nasabah Melalui Keputusan Menggunakan Kredit Produktif di Bank Riau Kepri Kedai Sabak Auh
Main Article Content
Abstract
One of the networks of Bank Riau Kepri Siak Branch is Bank Riau Kepri Sabak Auh shop which is expected to be able to provide productive credit marketing and be able to become a market leader for similar credit products in terms of lower interest rates than other banks. Customers of Bank Riau Kepri Kedai Sabak Auh are retail customers and there is no collaboration with cooperatives or other institutions in terms of offering credit to their members. This is different from other office units in the Bank Riau Kepri Siak network which have cooperation with cooperatives or other institutions in providing productive credit to their members. This study aims to analyze the effect of the promotion mix on the decision to use credit. The effect of the promotion mix on customer satisfaction. The effect of the decision to use productive credit and to analyze the effect of the promotion mix on customer satisfaction through the decision to use credit. The population in this study were all productive credit customers (KUKM and KUM) at Bank Riau Kepri Kedai Sabak Auh in 2021 spread across the Sabak Auh sub-district as many as 161 people. While the sample used as many as 118 people. The data used in this study were primary data and secondary data, while the data collection technique used a questionnaire. The data analysis technique used in this research is the data analysis used in this study is the Structural Equation Model. The results showed that the Promotional Mix had a positive and significant effect on the decision to use credit. Promotional mix has a positive and significant effect on visitor goals. The decision to use has an effect on customer satisfaction. And the promotion mix affects the customer's goals through the decision to use productive credit.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author  who publishes in the  Jurnal Manajemen Teknologi agrees to the following terms:
- Author retains the  copyright and grants the journal the right of first publication of  the work simultaneously licensed under the Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Author is  able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book)with the  acknowledgement of its initial publication in this journal.
- Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Jurnal Ekonomi Manajemen Teknologi (EMT) KITA by http://journal.lembagakita.org/index.php/emt/index is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alma, Buchari. 2016. Manajemen Pemasaran dan Pemasaran. Bandung: Alfabeta.
Daryanto, dan Setyabudi. 2014. Konsumen dan Layanan Prima. Yogyakarta: Gava Media.
Effendy, Onong Uchjana. 2013. Ilmu Komunikasi Teori dan Praktek. Bandung: Remaja Rosdakarya.
Fatihudin, Didin, dan Firmansyah Anang. 2019. Pemasaran Jasa (Strategi, Mengukur Kepuasan dan Loyalitas Pelanggan). Yogyakarta: Deepublish.
Ferdinand, Augusty. 2013. Structural Equation Modelling dalam Penelitian. Manajemen. Semarang: Universitas Dipenogoro.
Gitosudarmo, Indriyo. 2014. Manajemen Pemasaran. Edisi I. Yogyakarta: BPFE UGM Yogyakarta.
Hasan, Ali. 2013. Marketing. Yogyakarta: Media Pressindo.
Keegan, W. .. 2019. Manajemen Pemasaran Global. Jakarta: Prenhallindo.
Kotler, Philip, dan Gary Amstrong. 2016. Manajemen Pemasaran. Jakarta: PT. Indeks Kelompok Gramedia.
Kotler, Philip, dan Kevin Lane Keller. 2016. Manajemen Pemasaran. Ed 13. diedit oleh Bob Sabran. Jakarta: Erlangga.
Laksana, Fajar. 2009. Manajemen Pemasaran. Yogyakarta: Graha Ilmu.
Mamang, Etta Sangadji, dan Sopiah. 2013. Perilaku Konsumen. Yogyakarta: Andi Offset.
Morissan. 2010. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Perdana Media Grup.
Nazir, Moh. 2013. Metode Penelitian. Bogor: Ghalia Indonesia.
Nour, MAhmud. 2014. “The Impact of Promotional Mix Elements on Consumers Purchasing Decisions.” International Business and Management 8(2):143–51.
Oladepo, Onigbinde. 2015. “The Influence Of Brand Image And Promotional Mix On Consumer Buying Decision- A Study Of Beverage Consumers In Lagos State, Nigeria. `.” British Journal of Marketing Studies 4:97–109.
Olson, Jerry, dan Paul Peter. 2014. Perilaku konsumen dan strategi pemasaran. Edisi. Sembilan, Buku 2. Jakarta: Salemba Empat.
Opoku, Emmanuel. 2014. “The Effect Of The Marketing Communication Mix On Customer Loyalty In The Banking Sector In Ghana.” International Journal of Sales & Marketing Management Research and Development 4(5):15–24.
Setiadi, Nugroho J. 2013. Perilaku Konsumen (edisi revisi). Jakarta: Kencama Perdana Media Grup.
Sugiyono. 2012a. Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono. 2012b. Metode Penelitian Kuantitatif, Kualitatif dan R & D.Bandung:Alfabeta. Bandung: Alfabeta.
Sunyoto, Danang. 2012. Dasar-Dasar Manajemen Pemasaran, Cetakan Pertama. Yogyakarta: CAPS.
Syofian, Siregar. 2012. Metode Penelitian Kuantitatif Dilengkapi Dengan Perbandingan Perhitungan Manual dan SPSS. Jakarta: Prenadamedia Group.
Tjiptono, Fandy. 2015. Strategi Pemasaran Cetakan kelima. Yogyakarta: Andi Offset.
Tjiptono, Fandy, dan Candra Gregious. 2012. Service Quality & Satisfaction, Edisi 3. Yogyakarta: Andi Offset.