THE INFLUENCE OF MARKETING COMMUNICATION, CUSTOMER SERVICE AND CUSTOMER LOYALTY PROGRAM IN INCREASING CUSTOMER SATISFACTION
OF THE BRI CENTRAL PARK BANK SUPPORT BRANCH OFFICE
DOI:
https://doi.org/10.53947/tspj.v3i3.915Keywords:
Marketing Communications, Customer Service, Customer Loyalty Program, Customer SatisfactionAbstract
This research aims to analyze the influence of communication and loyalty on customer satisfaction at Bank BRI Central Park Sub-Branch. The method used is data collection through questionnaires, data processing, and multiple linear regression analysis. The research results show that communication between customers and BRI Bank is quite good with a percentage of agreeing responses of 60.7%. Even though communication has a positive tendency of 11%, the t test results show that communication has no significant effect on customer satisfaction (t = 0.095 < t table = 1.985 and significance t = 0.924 > α = 0.05). On the other hand, customer loyalty has a significant influence on customer satisfaction with a percentage of agreeing responses of 61.2% and a positive trend of 28.2%. The results of the t test show that loyalty has a significant effect (t count = 2.327 > t table = 1.985 and significance t = 0.022 < α = 0.05). Multiple linear regression testing shows that the combination of communication and loyalty has a significant effect on customer satisfaction (F count = 19.169 > F table = 2.699 and significance F = 0.000 < α = 0.05). This research reveals that communication that is limited to occasional interactions affects its effectiveness, while high loyalty is caused by satisfaction with bank products. To increase customer satisfaction, it is necessary to increase communication and loyalty at Bank BRI Central Park Sub-Branch
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