PENGARUH PROMOSI TERHADAP LOYALITAS NASABAH DI PT. BANK MANDIRI KANTOR CABANG DOTULOLONG LASUT MANADO.

MELKA DODAI KOYONG, SONTJE SUMAYKU, JHONY KALANGI

Abstract


Abstract PT. Bank Mandiri Branch Office Dotulolong lasut Manado realized that to stimulate
customer loyalty, then the sale becomes important in influencing the loyalty of its customers.
The purpose of this study was to determine whether there is a relationship between customer
loyalty promotion with the PT. Bank Mandiri Branch Office Dotulolong Lasut Manado.
The method used in this research is quantitative method associative approach and datasource
are customers of PT. Bank Mandiri Branch Office Dotulolong Lasut Manado.
The result showed that, there is a significant relationship between promotion with customer
loyalty in the PT. Bank Mandiri Branch Office Dotulolong Lasut Manado, where the
relationship is detected at r = 0.73 .Perhitungan KP detected that the factors determining the
sale of 52.8% Changes in customer loyalty factor while 42.8% Changes in customer loyalty
determined other factors.
It is recommended that PT Bank Mandiri Branch Office Manado keep doing promotion to
continue to stimulate the customer so that it can improve their Clients Loyalty. This also will
affect postitif not only short term but also for the long term.
Keywords: Promotion, Customer Loyalty.

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DOI: https://doi.org/10.35797/jab.4.4.2016.13817.%25p

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Diterbitkan Oleh:

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado, Indonesia.

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