ANALYSIS OF THE INFLUENCE OF SERVICE MARKETING MIX STRATEGY ON CUSTOMER SATISFACTION OF AL BARAKAH MUDHARABAH SAVINGS IN BANJARMASIN SHARIA BRANCH OFFICE OF BANK KALSEL

Setio Utomo, Pramana Saputra, N. Nurfitriah

Abstract


This study aimed to examine and analyse the influence of service marketing mix strategy (service product, price, place, promotion, people, physical evidence, and process) on customer satisfaction of Al Barakah Mudharabah Savings in Banjarmasin Sharia Branch Office of Kalsel (South Kalimantan) Bank. Samples were selected by a method of incidental sampling thus obtained 100 respondents who participated in this study. Furthermore, hypothesis testing using multiple linear regression analysis was done. The research proves that there is a positive and significant influence between product and services on satisfaction, price on satisfaction, place on satisfaction, promotion on satisfaction, people on satisfaction, physical evidence on satisfaction, and process on satisfaction. In addition, service product, price, place, promotion, people, physical evidence and process together have a positive and significant influence on customer satisfaction of Al Barakah Mudharabah Savings in Banjarmasin Sharia Branch Office of Bank Kalsel.

 

JEL: M30; M31; G21

 

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service product, price, place, promotion, people, physical evidence, process, satisfaction

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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.775

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