Main Content
Lembaga Kita Journal Portal

Abstract

One of the networks of Bank Riau Kepri Siak Branch is Bank Riau Kepri Sabak Auh shop which is expected to be able to provide productive credit marketing and be able to become a market leader for similar credit products in terms of lower interest rates than other banks. Customers of Bank Riau Kepri Kedai Sabak Auh are retail customers and there is no collaboration with cooperatives or other institutions in terms of offering credit to their members. This is different from other office units in the Bank Riau Kepri Siak network which have cooperation with cooperatives or other institutions in providing productive credit to their members. This study aims to analyze the effect of the promotion mix on the decision to use credit. The effect of the promotion mix on customer satisfaction. The effect of the decision to use productive credit and to analyze the effect of the promotion mix on customer satisfaction through the decision to use credit. The population in this study were all productive credit customers (KUKM and KUM) at Bank Riau Kepri Kedai Sabak Auh in 2021 spread across the Sabak Auh sub-district as many as 161 people. While the sample used as many as 118 people. The data used in this study were primary data and secondary data, while the data collection technique used a questionnaire. The data analysis technique used in this research is the data analysis used in this study is the Structural Equation Model. The results showed that the Promotional Mix had a positive and significant effect on the decision to use credit. Promotional mix has a positive and significant effect on visitor goals. The decision to use has an effect on customer satisfaction. And the promotion mix affects the customer's goals through the decision to use productive credit.

Keywords

Promotional Mix Customer Satisfaction Decision to Use Productive Credit

How to Cite

Citation Format
Adriansyah, Wijayanto, G., & Aulia, A. F. (2022). Pengaruh Bauran Promosi Terhadap Kepuasan Nasabah Melalui Keputusan Menggunakan Kredit Produktif di Bank Riau Kepri Kedai Sabak Auh. Jurnal EMT KITA, 6(2), 209-220. https://doi.org/10.35870/emt.v6i2.585

References

25 References
  • Alma, Buchari. 2016. Manajemen Pemasaran dan Pemasaran. Bandung: Alfabeta.
  • Daryanto, dan Setyabudi. 2014. Konsumen dan Layanan Prima. Yogyakarta: Gava Media.
  • Effendy, Onong Uchjana. 2013. Ilmu Komunikasi Teori dan Praktek. Bandung: Remaja Rosdakarya.
  • Fatihudin, Didin, dan Firmansyah Anang. 2019. Pemasaran Jasa (Strategi, Mengukur Kepuasan dan Loyalitas Pelanggan). Yogyakarta: Deepublish.
  • Ferdinand, Augusty. 2013. Structural Equation Modelling dalam Penelitian. Manajemen. Semarang: Universitas Dipenogoro.
  • Gitosudarmo, Indriyo. 2014. Manajemen Pemasaran. Edisi I. Yogyakarta: BPFE UGM Yogyakarta.
  • Hasan, Ali. 2013. Marketing. Yogyakarta: Media Pressindo.
  • Keegan, W. .. 2019. Manajemen Pemasaran Global. Jakarta: Prenhallindo.
  • Kotler, Philip, dan Gary Amstrong. 2016. Manajemen Pemasaran. Jakarta: PT. Indeks Kelompok Gramedia.
  • Kotler, Philip, dan Kevin Lane Keller. 2016. Manajemen Pemasaran. Ed 13. diedit oleh Bob Sabran. Jakarta: Erlangga.
  • Laksana, Fajar. 2009. Manajemen Pemasaran. Yogyakarta: Graha Ilmu.
  • Mamang, Etta Sangadji, dan Sopiah. 2013. Perilaku Konsumen. Yogyakarta: Andi Offset.
  • Morissan. 2010. Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Perdana Media Grup.
  • Nazir, Moh. 2013. Metode Penelitian. Bogor: Ghalia Indonesia.
  • Nour, MAhmud. 2014. “The Impact of Promotional Mix Elements on Consumers Purchasing Decisions.” International Business and Management 8(2):143–51.
  • Oladepo, Onigbinde. 2015. “The Influence Of Brand Image And Promotional Mix On Consumer Buying Decision- A Study Of Beverage Consumers In Lagos State, Nigeria. `.” British Journal of Marketing Studies 4:97–109.
  • Olson, Jerry, dan Paul Peter. 2014. Perilaku konsumen dan strategi pemasaran. Edisi. Sembilan, Buku 2. Jakarta: Salemba Empat.
  • Opoku, Emmanuel. 2014. “The Effect Of The Marketing Communication Mix On Customer Loyalty In The Banking Sector In Ghana.” International Journal of Sales & Marketing Management Research and Development 4(5):15–24.
  • Setiadi, Nugroho J. 2013. Perilaku Konsumen (edisi revisi). Jakarta: Kencama Perdana Media Grup.
  • Sugiyono. 2012a. Metode Penelitian Bisnis. Bandung: Alfabeta.
  • Sugiyono. 2012b. Metode Penelitian Kuantitatif, Kualitatif dan R & D.Bandung:Alfabeta. Bandung: Alfabeta.
  • Sunyoto, Danang. 2012. Dasar-Dasar Manajemen Pemasaran, Cetakan Pertama. Yogyakarta: CAPS.
  • Syofian, Siregar. 2012. Metode Penelitian Kuantitatif Dilengkapi Dengan Perbandingan Perhitungan Manual dan SPSS. Jakarta: Prenadamedia Group.
  • Tjiptono, Fandy. 2015. Strategi Pemasaran Cetakan kelima. Yogyakarta: Andi Offset.
  • Tjiptono, Fandy, dan Candra Gregious. 2012. Service Quality & Satisfaction, Edisi 3. Yogyakarta: Andi Offset.

Author Biographies

Adriansyah, Riau University

Program Studi Magister Manajemen, Fakultas Pascasarjana, Universitas Riau, Kota Pekanbaru, Provinsi Riau, Indonesia

Gatot Wijayanto, Riau University

Program Studi Magister Manajemen, Fakultas Pascasarjana, Universitas Riau, Kota Pekanbaru, Provinsi Riau, Indonesia

Ando Fahda Aulia, Riau University

Program Studi Magister Manajemen, Fakultas Pascasarjana, Universitas Riau, Kota Pekanbaru, Provinsi Riau, Indonesia

License

Copyright (c) 2022 Adriansyah, Gatot Wijayanto, Ando Fahda Aulia

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

Downloads

OJS UsageStats Plugin
Download data is not yet available.
Contrimetric

Recommended Articles