PENGARUH BAURAN PEMASARAN JASA BANK TERHADAP KEPUASAN DAN IMPLIKASINYA TERHADAP LOYALITAS DEBITUR BPR DI WILAYAH RIAU PESISIR

Abstract

The purpose of this research, is to analyze the effect of each service marketing mix factor – directly
towards loyalty or indirectly through consumer’s satisfaction. Data gathering is by questionnaires, spread to
206 respondents chosen by the purposive sampling method. Aside from using Partial Least Square as a tool for
variance based Structural Equation Modeling, descriptive analysis is also done.
The research found that, service marketing mix prediction model tend to be positive towards satisfaction. This is
caused by the significance price positive effect, human resources, process, and physical evidence. Even though
it’s decreasing, service marketing mix direct prediction model altogether with the satisfaction towards consumer’s
loyalty trend tends to be positive. This is mainly because of the dominance of satisfaction and price positive role
significance. Satisfaction Amplifying effect is more meaningful for human resources, physical evidence, process,
and price factors. Price is the most important factor in the service marketing mix in increasing BPR consumer
loyalty in the Riau Pesisir area, and by whole, the model has a positive predictive relevance.

Key words : Service marketing mix, satisfaction, loyalty, BPR, Riau Pesisir.