PENGARUH IKLAN DAN KUALITAS PELAYANAN TERHADAP CITRA PERUSAHAAN ( Studi pada Nasabah Bank Mandiri, Cabang Jalan Diponegoro, Yogyakarta

Pujiastuti, Eny Endah and Ferdiantarto, Antariksa Adi (2011) PENGARUH IKLAN DAN KUALITAS PELAYANAN TERHADAP CITRA PERUSAHAAN ( Studi pada Nasabah Bank Mandiri, Cabang Jalan Diponegoro, Yogyakarta. BULETIN EKONOMI, 9 (1). pp. 39-50. ISSN 1410-2293

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    Abstract

    The focus of this research is related to the image of Bank Mandiri. The issues raised are how the influence of advertising and image quality of service to Bank Mandiri and partially simultaneously. This type of research is explanatory, that is research that intends to describe the focus of attention will be researched and find the relationship between various variables or social phenomena. The sample in this study are customers of Bank Mandiri as many as 50 people. The sampling technique of systematic random sampling technique. Using multiple regression analysis tool. Results of testing the validity of all indicator coefficients (r) all data greater than 03.3 and declared valid. Reliability test results of all variables> 0.6, which is considered reliable. Based on the research and discussion in the previous chapter can be drawn a few conclusions: 1) Advertising and the quality of service simultaneously influential and significant impact on corporate image. This is evidenced by the F count> F table or (35.62> 3.1588) .2) Variable ad (X1) partially have a significant impact on corporate image in this case the image of Bank Mandiri, this can be evidenced from the variable t advertisement bigger than t table, (3.348> 1.672). 3) The variable quality of service (X2) partially have a significant impact on corporate image in this case the image of Bank Mandiri, it can be proven from t to the variable quality of service that is bigger than t table, (4.381> 1.672). Key words: service quality, advertising, corporate image

    Item Type: Article
    Subjects: 300 Ilmu Sosial
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Sri Lestari
    Date Deposited: 12 Sep 2013 08:27
    Last Modified: 12 Sep 2013 08:27
    URI: http://repository.upnyk.ac.id/id/eprint/6726

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