Analysis of the Influence of Marketing Mix and Service Quality towards Customer Satisfaction and Savings Loyalty at the Main Branch of PT. Bank Kalteng Palangka Raya
- DOI
- 10.2991/icas-19.2019.104How to use a DOI?
- Keywords
- customer satisfaction; loyalty; marketing mix and service quality
- Abstract
PT. Bank Kalteng, is within the Indonesian banking industry facing highly competitive competition and high levels of business complexity. Complex competition conditions require banking institutions to provide quality and satisfactory products and services so as to create customer loyalty. This study aims to measure and analyze the effect of marketing mix and service quality on customer satisfaction and loyalty so that PT Bank Kalteng can compete in Indonesian banking industry. The type of research used is causality research. The population in this study is all of the Bank's Savings Bank at Palangka Raya Main Branch, which amounted to 9,875 customers. The technique of determining the number of samples based on formula of Yamane with α 5% amounted to 394 people. Sampling technique is Incidental Sampling and data collection method using questionnaire and interview. Analyzer used in this research is Partial Least Squares (PLS). The results of the study prove the marketing mix has a significant positive effect on customer satisfaction and customer loyalty. Likewise, Quality of service has a significant positive impact on customer satisfaction and customer loyalty. Furthermore, customer satisfaction has a significant positive effect on customer loyalty at PT. Bank Kalteng.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Lelo Sintani AU - Bambang Mantikei AU - Grecia Anggariani AU - Ni Luh Agustinawati PY - 2019/08 DA - 2019/08 TI - Analysis of the Influence of Marketing Mix and Service Quality towards Customer Satisfaction and Savings Loyalty at the Main Branch of PT. Bank Kalteng Palangka Raya BT - Proceedings of the First International Conference on Administration Science (ICAS 2019) PB - Atlantis Press SP - 506 EP - 510 SN - 2352-5398 UR - https://doi.org/10.2991/icas-19.2019.104 DO - 10.2991/icas-19.2019.104 ID - Sintani2019/08 ER -