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The Effect Of Marketing Strategy and Service Quality On Customer Satisfaction and Its Impact On Customer Loyalty of Jawa Barat Banten Bank in Bekasi
Waseso Segoro(a), Lela Elvira(b)

a) Faculty Economy of University of Gunadarma, waseso[at], Depok, Indonesia

b) Asian Banking Finance And Informatics Institute Perbanas, lelaelvira88[at], Bekasi, Indonesia


This research is shown to test the influence of marketing strategy, service quality and customer satisfaction on customer loyalty for his desire to add more saving time tandamata. The data used in this study comes from the questionnaire that has been distributed to customers who have made the product savings tandamata futures. The sample in this study is the customer, with the sample number of 135 respondents. This research method uses Structural Equation Modeling (SEM) with confirmatory analysis, with AMOS software used to analyze data. The results of analysis by software processing show that there is a positive influence of marketing strategy and service quality with customer satisfaction and then customer satisfaction with customer loyality and can not influence the marketing strategy and service quality on customer loyality.

Keywords: Strategy Marketing, service quality, customer satisfaction, customer loyalty, and Structural Equation Modeling.

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Waseso Segoro)

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