Analisis Pengaruh Strategi Pemasaran dan Layanan E-banking Terhadap Kepuasan Nasabah Pada Bank BRI Cabang Pelalawan

Hidayat, Ihsan (2024) Analisis Pengaruh Strategi Pemasaran dan Layanan E-banking Terhadap Kepuasan Nasabah Pada Bank BRI Cabang Pelalawan. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to find out whether marketing strategies and E-banking services have a significant and positive effect on customer satisfaction at PT. Bank Rakyat Indonesia, Pelalawan. The type of method used in this research is a correlational quantitative method. The subjects in this research are BRI Pelalawan bank customers. The objects of this research are marketing strategies and E-Banking services. The population in this study was 7,621 Bank BRI Pelalawan customers with a sample of 99 respondents from Bank BRI Pelalawan Branch customers. Data collection techniques use questionnaires, observation and interviews. The data analysis techniques used to answer the hypothesis are multiple linear regression test, f test, t test and determination (R2). The results of this research show that (1) partial testing of marketing strategies has a positive and significant influence and the EBanking Service variable has a positive and significant influence on customer satisfaction at Bank BRI Pelalawan Branch (2) simultaneous testing of Marketing strategies and E-Banking Services together they have a positive and significant effect on customer satisfaction at Bank BRI Pelalawan Branch. Meanwhile, the magnitude of the relationship between variables obtained a coefficient of determination (R2) of 0.839 or 83.9% and the remainder was influenced by other variables not included in this study.

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