| dc.description.abstract | This study was aimed at analyzing the influence of marketing mix on the
satisfaction of the consumers of PT. Bank Mestika Kisaran Branch. The objects of
this study were the customers of Mestika savings at PT. Bank Mestika Kisaran
Branch. The problem discused in this study was the decreasing number of customers
in their capacity as the savings owner at PT. Bank Mestika Kisaran Branch. The
research questions to be answered were whether or not, simultaneously or partially,
the marketing mix consisting of the variables of product, price, place, promotion,
people, process, physical evidence and customer service had a significant influence
on the satisfaction of the consumers of PT. Bank Mestika Kisaran Branch. The data
for this study were obtained from 98 respondents selected through accidental
sampling technique using Slovin formula from all of the customers owning the
Mestika Savings at PT. Bank Mestika Kisaran Branch. The data obtained were
analyzed through multiple linier regression tests using SPSS 17. 0 program. The
rersult of this study showed that the determination coefficient (R2) was 0. 749 (74.9%)
that we could say that 7 4. 9% of the variations of dependent variables such as
satisfaction of customer (l? found in the model caould be explained by independent
variables such as product, price, place, promotion, people, process, physical
evidence and customer service, while the remaining 25.1% was influenced by the
other variables which were not included in this study. The result of the second
hypothesis testing showed that, partially, the variables of product, people, process
and customer service had a significant influence on the satisfaction of customers,
while the variables of price, promotion, and place did not show any significant
influence on the dependent variable of customer satisfaction. | en_US |
