Pemasaran Holistik Untuk Meningkatkan Citra Industri Perbankan
DOI:
https://doi.org/10.37385/msej.v3i6.1003Keywords:
BSI Kediri, Image, Holistic MarketingAbstract
Pemasaran holistik memungkinkan suatu organisasi untuk menghasilkan laba yang dicapai dengan mempertahankan keloyalan pelanggan. Salah satunya, Bank BSI saat ini, telah beroperasi di lingkungan kompetitif dan dinamis, termasuk di Kediri. Lingkungan kompetitif berfungsi untuk mempertahankan pelanggan, karena menjadi lebih sulit untuk memperoleh pelanggan baru, mengingat kurangnya likuiditas di pasar yang akan mencapai nilai pemasaran holistik. Penelitian ini bertujuan untuk mengetahui untuk mengetahui aspek holistic marketing yaitu peran internal marketing, sociality responsible marketing, integrated marketing dan relationship marketing dalam meningkatkan citra BSI Kediri. Penelitian ini menggunakan sampel sebesar 200 responden sebagai pelanggan. Metode olah data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa Internal marketing sebesar 3,356, Sociality Responsible Marketing sebesar 2,536, Integrated Marketing sebesar 3,218 dan Relationship Marketing sebesar 2,904 secara parsial dan pengaruh sebesar 3,249 satuan untuk meningkatkan Citra BSI Kediri secara simultan.
Kata Kunci : BSI Kediri, Citra, Pemasaran Holistik
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