Analisis Komunikasi Pemasaran Untuk Meningkatkan Jumlah Nasabah Pada PD. BPR Bank Daerah Tulungagung - Marlena (BENEFIT, 2020)
Abstrak Banyaknya persaingan antar bank yang semakin ketat, dan kian melebar akan sangat kompetitif dalam dunia perbankan, maka setiap pelaku usaha harus berjuang keras untuk dapat memasuki segmen pasar yang telah ditetapkan oleh perusahaan dalam sebuah iklim kompetisi yang sangat kompleks. Penelitian ini menjelaskan keterangan yang terjadi sebenarnya di lapangan secara langsung ataupun tidak langsung kemudian menyajikan perkiraan mengenai hubungan antara kejadian yang diteliti menggunakan alat analisis regresi berganda, serta menguji hipotesis melalui metode explanatory research dengan variable advertising, personal selling, public relation sebagai variabel bebas serta jumlah nasabah sebagai variable terikat. Setelah dilakukan penelitian, dapat di ketahui jika variabel advertising (X1) berpengaruh paling signifikan terhadap jumlah nasabah (Y). Variabel personal selling (X2) tidak berpengaruh positif dan signifikan terhadap jumlah nasabah sedangkan variabel public relation (X3) berpengaruh positif terkecil serta signifikan terhadap jumlah nasabah (Y), dengan persamaan Y = 1.569+ 0, .534X1 + 0.010X2 + 0,338X3 + e. Kata Kunci : Advertising, Personal Selling, Public Relation, Peningkatan Jumlah Nasabah Abstraction The amount of competition between banks is getting tighter, and the wider it will be to be very competitive in the banking world, so every business actor must strive to be able to enter the market segment that has been determined by the company in a very complex competitive climate. This study explains the information that actually occurs in the field directly or indirectly, then presents an estimate of the relationship between the events studied using multiple regression analysis tools, as well as testing the hypothesis through the explanatory research method with advertising variables, personal selling, public relations as independent variables and the number of customer as the dependent variable. After conducting the research, it can be seen if the advertising variable (X1) has the most significant effect on the number of customers (Y). The personal selling variable (X2) has no positive and significant effect on the number of customers while the public relations variable (X3) has the smallest and most significant positive effect on the number of customers (Y), with the equation Y = 1.569+ 0, .534X1 + 0.010X2 + 0.338X3 + e. Keywords: Advertising, Personal Selling, Public Relations, Increasing the Number of Customers