Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 330-334
Effect of Service Quality, Product and Promotion on Customer Loyalty at Bank IBK Indonesia, Palang Merah Medan Branch
Bayu Wulandari1, Kevin Wijaya2, Erick Junesia3
1,2,3Universitas Prima Indonesia, Indonesia
Corresponding Author: Bayu Wulandari
ABSTRACT
The purpose of the bank is to increase customer loyalty. Services for customer needs using automated teller machines (ATM) owned by Bank IBK Indonesia do not yet exist. Bank IBK Indonesia does not provide the bank's own ATM machine service but uses a shared ATM service so customers are somewhat disappointed. Bank IBK Indonesia is also promoting its banking products so that customers are more familiar with their products. However, the implementation of Bank IBK Indonesia product and promotion is only through brochures given to customers who visit Bank IBK Indonesia so that many customers are unfamiliar with the product. Product promotions conducted by Bank IBK Indonesia per month and brochures are not given to bank visitors as a whole, but only to certain customers. The object of research was carried out at Bank IBK Indonesia. This study uses a saturated sampling technique. Determination of population use of 60 people and 30 people for data validity testing. The approach taken by researchers uses quantitative in all methods used. The data collected through the process of interviews, questionnaires and documentation study. The analysis used includes multiple regression methods. The coefficient of the simultaneous F test (17.282>2.003) and partial t test (3.322>2.003), (3.487>2.003) and (2.227>3.16), the conclusion of the results in this study is the variable service quality, product and promotion simultaneously and partially has a significant positive effect on customer loyalty.
Keywords: Service Quality, Product, Promotion, Customer Loyalty.
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