Analisis pengaruh 7p terhadap keputusan memilih oleh nasabah bca di Surabaya

Tejokusuma, Yanson (2013) Analisis pengaruh 7p terhadap keputusan memilih oleh nasabah bca di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh 7P (product, price, promotion, place, people, physical evidence dan process) terhadap keputusan memilih nasabah BCA di Surabaya. Sampel yang digunakan pada penelitian ini yaitu usia 18-40 dan yang tinggal di wilayah kota Surabaya dan merupakan nasabah aktif BCA selama 6 bulan terakhir sejumlah 120 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa 7P (product, price, promotion, place, people, physical evidence dan process) memberikan pengaruh yang positif terhadap keputusan memilih nasabah BCA di Surabaya. Temuan empiris tersebut mengindikasikan bahwa 4 variabel yang paling dominan antara lain adalah Price dengan koefisien regresi sebesar 0,27, people dengan koefisien regresi sebesar 0,23, physical evidence dengan koefisien regresi sebesar 0,27 dan process dengan koefisien regresi sebesar 0,26, untuk variabel product cukup berpengaruh dimana koefisien dari product adalah sebesar 0,20, selain itu untuk variabel promotion serta variabel place memiliki koefisien regresi sebesar 0,15 dan 0,05 / Aimed of this study to determine the influence of 7P (product , price, promotion , place , people , physical evidence and process) towards the decision making from BCA customers in Surabaya. The characteristic sample used in this study are aged 18-40 and living in Surabaya and is an active customers during the last 6 months in BCA. The total number of respondents is 120 respondents. The data in this study is processing and analyzing by using Structural Equation Modeling (SEM) with AMOS 16.0 as the software to process the data. The analysis showed that 7P (product, price, promotion, place, people, physical evidence and process) have a positive influence on the decision making from BCA customers in Surabaya. The empirical findings indicate that the 4 most dominant variable among others, is price with a regression coefficient of 0.27, people with a regression coefficient of 0.23, the physical evidence with regression coefficients of 0.27 and a process with a regression coefficient of 0.26 , product for quite influential variables where the coefficients of the product is equal to 0.20, in addition to promotion of variables and variable place has a regression coefficient of 0.15 and 0.05

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