Analisis Preferensi Nasabah terhadap Produk Tabungan Btn Juara dengan Menggunakan Marketing Mix pada PT Bank Tabungan Negara (Persero) Tbk. (Studi Kasus pada Bank Tabungan Negara Kantor Cabang Pembantu Tembalang)

Fadhlu Maulana Hasan • Aris Sunindyo
Journal article Keunis • Desember 2015

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This study aims to analyze and obtain empericil evidence about the preferences of the customer to make a decision to save by using the marketing mix of the product BTN Juara in the PT Bank Tabungan Negara (Persero) Tbk. Data obtained from interviews, questionnaires, and literature. Samples taken in the questionnaire are customers of Bank Tabungan Negara Sub branches in Tembalang.Data processing method using editing, coding and tabulating. To test the method using the data validity and reliability testing. For the data analysis method used is the frequency distribution analysis, using SPSS 16.0. To describe the frequency distribution of respondents' answers on a variety of variables studied items. Then used statistical analysis of average (mean) to describe the average value of the variables studied, which is a customer preference for savings products BTN Juara at Bank Tabungan Negara Sub Branches in Tembalang. From the research that has been conducted by the author, from 7 variables only 6 variables are the main customer preference or choice of savings products BTN Juara at Bank Tabungan Negara sub Branches in Tembalang. The 6 variabel are product, price, location, people, promotion, and process. While the variables that are not used as primary customer preference or choice is physical evidence.


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Jurnal Keuangan dan Bisnis (KEUNIS) is a multidisciplinary scientific journal published by Progra... tampilkan semua