STRATEGI DIFERENSIASI: UPAYA MENCIPTAKAN KEPUASAN NASABAH (Studi Kasus pada Bank Muamalat Cabang Palembang)

Yusi, M. Syahirman ( Politeknik Negeri Sriwijaya Palembang)

JURNAL KEBANGSAAN
Vol 1, No 1 (2012): JURNAL KEBANGSAAN

The purpose of this research is to find out the influence of differentiation strategy on costumer’s satisfaction. According to theory variable of differentiation strategy that can increase the customer’s satisfaction are product’s differentiation, service’s differentiation and image’s differentiation. Data was collected through interview and questionaires were distributed to 100 respondents and was analyzed with SPSS for windows. The conclusions were simultaneously significant effect on differentiation strategy by the value of costumer’s satisfaction 67,89%, F test was 28,4265 and sig. 000, but partially only one ariable that had most dominant variable that can give more influence to increase the costumer’s satisfaction, that was reputation in image differentiation of company, the value of test was 8,694 and sig. 000.