Effect of Marketing Communication and Customer Satisfaction on Decision to Save at PT. Bank Jatim Branch of Probolinggo

Islamiyah, Ilmiatul (2018) Effect of Marketing Communication and Customer Satisfaction on Decision to Save at PT. Bank Jatim Branch of Probolinggo. UNSPECIFIED thesis, Universitas Panca Marga Probolinggo.

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Abstract

This research was conducted at PT. Bank Jatim Branch Probolinggo with the aim to determine the simultaneous and partial effect of marketing communication and customer satisfaction on saving decisions, and also which variables are more dominant in saving decisions. The sample used was 40 respondents from all savings products. The type of research used in this study is quantitative statistics with the aim to test the hypothesis that has been set, (Sugiyono, 2015: 11). The independent variables used are marketing communication and customer satisfaction, while the dependent variable is the decision to save. Data analysis method used is descriptive statistics using statistical formulas in the form of validity test, reliability test, multiple regression analysis, hypothesis test (F test and T test), and classical assumption tests. The results of this study indicate that there is a positive and significant influence between marketing communication and customer satisfaction on saving decisions, this is evidenced by the calculated F value> F table (41.167> 3.32) with a significant value of 0.000 <0.05. R2 test results in this study obtained R2 value of 67.3% while the remaining 32.7% was influenced by other factors not included in this study. The most dominant variable in this study by looking at the standardized coefficient beta (ẞ) of 0.565 is customer satisfaction, and followed by marketing communication of 0.382. And the notion that customer satisfaction is a dominant influence has been proven.

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