YOGI, PUTRA ARDIANSYAH (2024) PENGARUH DAYA TANGGAP DAN JAMINAN (SALES MARKETING) TERHADAP KEPUASAN NASABAH BRI UNIT GAJAH MADA (STUDI KASUS UMKM PASAR PELITA GAJAH MADA JEMBER). Diploma thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This research is entitled "The Influence of Response and Guarantee (Sales Marketing) on Customer Satisfaction of BRI Gajah Mada Unit (Case Study of Pelita Gajah Mada Market Jember)". This study aims to find out and analyze the influence of responsiveness and guarantee partially and simultaneously on customer satisfaction. This type of research is quantitative research. The population of this study is BRI bank customers of Jember with a sample of MSMEs in Pasar Pelita Gajah Mada who have made transactions to marketing personnel. The sample used in this study was 30 respondents with a sampling technique with purposive sampling. The data collection technique uses questionnaires in the form of questionnaires, documentation studies, and observations. Data analysis techniques use statistical tools through the help of SPSS 22. The data processing method in this study uses the analysis method of data instrument test (validity test and reliability test), multiple linear regression, determination coefficient, and hypothesis test (F test and T test). The results of this study show that the variables of responsiveness and guarantee simultaneously have a significant effect on the satisfaction of BRI customers of the Mada Elephant Unit, partially the guarantee variable has a significant effect, while the responsiveness variable did not have a significant effect on the satisfaction of BRI customers of the Gajah Mada unit. Keywords: Responsiveness, Assurance, Customer Satisfaction

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	D3 PERBANKAN-D3
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:46
Last Modified:	10 Feb 2025 12:46
URI:	http://repo.itsm.ac.id/id/eprint/1299

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