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Pengaruh Bauran Pemasaran Terhadap Kepuasan Nasabah Di Makassar (Studi Kasus Pada Nasabah Asuransi Jasa Raharja Putera)

Author

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  • Alamsyah, Lutvi

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh bauran pemasaran berupa produk, harga, promosi, lokasi, karyawan, sarana fisik dan proses terhadap peningkatan kepuasan nasabah. Penelitian ini bersifat survey dengan penelitian kuantitatif. Populasi dan sampel penelitian adalah 100 orang responden. Teknik pengumpulan data menggunakan observasi, wawancara, kuesioner, dan teknik dokumentasi. Analisis data yang digunakan adalah Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa bauran pemasaran yang terdiri dari produk, harga, promosi, lokasi, karyawan, bukti fisik dan proses berpengaruh secara simultan positif dan signifikan terhadap kepuasan nasabah, yang ditunjukkan dari hasil perolehan nilai koefisien korelasi (R), koefisien determinan (R2), dan uji-F yang menunjukkan probabilitas p < 0.05. Bauran proses yang dominan berpengaruh terhadap kepuasan nasabah, berdasarkan hasil perolehan nilai koefisien regresi (B) yang menunjukkan nilai yang positif yang tinggi dan probabilitas p < 0.05. Proses merupakan aktivitas yang diterapkan untuk memberikan layanan kepada nasabah mulai dari proses pengambilan nomor antrian, pelayanan pembukaan rekening, akses data sampai sistem online yang dapat memberikan pengaruh terhadap kepuasan nasabah.

Suggested Citation

  • Alamsyah, Lutvi, 2018. "Pengaruh Bauran Pemasaran Terhadap Kepuasan Nasabah Di Makassar (Studi Kasus Pada Nasabah Asuransi Jasa Raharja Putera)," OSF Preprints 29ur7, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:29ur7
    DOI: 10.31219/osf.io/29ur7
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