The Effect of Servicescape and Personal Selling on Customer Satisfaction at PT Bank Rakyat Indonesia Bahu Unit
DOI:
https://doi.org/10.35797/ejp.v5i2.54691Keywords:
Servicescape, Personal Selling, Customer SatisfactionAbstract
The aim of this research was to determine the influence of Servicescape and Personal Selling on Customer Satisfaction. This research uses a quantitative approach, and the population is all customers at PT. Bank Rakyat Indonesia Unit Bahu with 100 respondents as samples. The sampling technique uses a non-probability sampling technique using the accidental sampling method and data collection uses a questionnaire. Data analysis uses instrument testing, classical assumption testing, hypothesis testing, correlation coefficient analysis, coefficient of determination, and multiple linear regression analysis with data processing using SPSS version 23. The results of this research show that partially Servicescape does not have a positive and significant effect on Customer Satisfaction, partially Personal Selling has a positive and significant effect on Customer Satisfaction. And simultaneously Servicescape and Personal Selling influence Customer Satisfaction.
References
Kotler, K. and Armstrong, G. (2017). Prinsip - Prinsip Pemasaran Edisi Kedelapan. Jilid 2, Jakarta : Penerbitan Erlangga
Lovelock, C., Wirtz, J., dan Mussry, J. (2011). Pemasaran Jasa, Jakarta : Penerbit Erlangga
Marthin, D. M., Tumbel, T. M., & Kalangi, J. A. (2023). Pengaruh Servicescape Dan Personal Selling Terhadap Customer Satifaction Pada Pt Bank SulutGo Cabang Tahuna. Productivity, 4(2), 188-196.
Nelwan, D. G., Areros, W. A., & Tampi, J. R. E. (2016). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah Pada PT. Bank Negara Indonesia (Persero) TBK. Cabang Manado. Jurnal Administrasi Bisnis, 4(1).
Sangi, I. M., Tamengkel, L. F., & Mukuan, D. D. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Nasabah PT. Bank Danamon Indonesia, Tbk. Cabang Ranotana. Productivity, 3(2), 107-112.
Sugiyono, P. D. Metode Penelitian Kuantitatif, Kualitatif dan R & D, Bandung : Alfabeta, 2013.
Yanto, R. T. Y., & Prabowo, A. L. P. (2020). Pengaruh Personal Selling Terhadap Pencapaian Penjualan pada Produk Pembiayaan KPR Bersubsidi di Bank BTN Syariah Bandung. Pro Mark, 10(1).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Productivity
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
