Marketing Mix and Quality of Service Affects Customer Satisfaction and Loyalty at PT. Bank Kalteng Main Branch in Palangka Raya.
Lelo Sintani, Bambang Mantikei, Ni Luh Agustinawati
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 formula of Yamane approach in Ferdinand with 945; 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
Keywords: Customer Satisfaction, Loyalty, Marketing Mix and Service Quality
Topic: Other