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Syaifuddin
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Journal : International Journal Of Science, Technology

 1 
The Effect Of Marketing Communications Strategy And Promotion On Customer Loyalty With Customer Satisfaction As A Moderating Variable In Pt. Bank Rakyat Indonesia Tbk Especially In Work Units Kcp Diski Year 2019 Purnomo, Dedi; Yusuf Ronny Edward; Syaifuddin; Sofiyan
International Journal of Science, Technology & Management Vol. 3 No. 2 (2022): March 2022
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v3i2.490

Abstract

The research was conducted with the aim of knowing the effect of marketing and promotional communication strategies on customer loyalty with customer satisfaction as the moderating variable. The study used primary data sourced from research questionnaires. The population in this study are customers at PT.Bank Rakyat Indonesia.Tbk, especially the KCP Diski work unit, amounting to 14,021 people. Then the sample used in the study was 100 respondents with saturated sampling technique. The data analysis method used Moderated Regression Analysis (MRA). The results showed that the Marketing Communication Strategy had a positive and significant effect on Customer Loyalty using BRI bank products. Promotion has a positive and significant impact on customer loyalty using BRI bank products. Customer satisfaction is not able to be a moderating variable of Marketing Communication Strategy on Customer Loyalty using BRI bank products. Customer satisfaction is not able to be a moderating variable of the level of promotion of customer loyalty using BRI bank products. Thus, the customer satisfaction variable cannot be an independent variable or an intervening variable.
Co-Authors Abdul Malik I Buna Adetio Setiawan, Romi Adhe Kurniawan Afrianty, Noni Ahmad Akbar, Muhammad Caesar Alimansyar Alimuddin, Harwis Amir Mahmud Ardian Setio Utomo Arfianty, Rani Aulia, Titi Betty Cut Dian Izabella Dara Windiyarti Dian Harmaningsih Dian Pratiwi Dirmansyah Dirmanyah Dirmanyah Edwards, John Evander Prastian Pasaribu Fajar Rezeki Ananda Lubis Farida Gultom Fathur Rohman, Fathur Fisrika Lahagu Friyanti, Yunida Een Gustiansyah Perdhana Putra Gustina, Nia Hajairin Hartini, Kustin Hasrul Azwar Hasibuan Hernisyah Putri, Indriani Hilderiah, Rosmawati Ibrahim Ahmad Ifriandi Labolo Jammaluddin, Maryam Johanes Arisman Simanullang Kamase, Hamka Witri Kurniasari Febrianti, Binar Kusumawardana, Arya Leila Mona Ganiem Lis Fitramadan Loebis, Roma Ayuni A. Loebis, Roma Ayuni A. Loebis, Roma Ayuni Aminoeddin Maliki, Ona Matondang, Sofiyan Misbahul Munir mita, Armita Moh. Rofiki MUHAMMAD FAHMI Muhammad Fladimir Herlambang Novelita, Maria Nuranissa D. Paemo pengelola, pengelola Pinondang Nainggolan Pramadeka, Katra Purnomo, Dedi PUTRI, NABILAH Qudus Nofiandri Eko Dwi Sucipto Rafika Hani Raudloh, St. Resti Nurfaidah Rikki Paulus Gultom Ris Riana, Derri Romi Adetio Setiawan Roni Prasetyo, Roni Royb Fatkhur Rizal Saefullah Azhari Salman Faris Sarina C.L. Senata Adi Prasetia Setiawan, Romi Adetio Seva Fadillah Simanihuruk , Peran Singgih Dwi Prasetyo Sitepu, Kezia Prissilia Siti Komsiah, Siti Sofiyan Sofiyan Sofiyan Sucipto Sudirman, Muh. Sajjaj Sukarman Sukarman Sulaiman Suriati Tirawani Suwarno, Bambang Suwatah Syaiful Amri Syamsuddin Tengku Riza Zarzani N Toni , Nagian Tyas, Meita Ayu Kurnianing Umarama, Samad Usmayani, Ilham Putra Wijayanti Yohny Anwar Yudin Yulianti, Yeni Yunarti, Susi Yunus, Kurniati Yusniar Lubis Yusuf Ronny Edward Zabadi, Fairus