Pengaruh Promosi Jabatan dan Minat Nasabah Terhadap Kualitas Layanan Dengan Mediasi Strategi Pemasaran Pada Kredit Multiguna Bank Jatim

Abstract

This study aims to analyze the influence of promotions and customer interest on service quality and marketing strategies at Bank Jatim Multipurpose Credit Malang Branch. The study examines the influence of customer promotions and interest on marketing strategies and service quality, as well as the role of marketing strategies in mediating these relationships. The research method used is a quantitative approach with the Path Analysis technique. The results of the study show that promotion has a negative effect on marketing strategies, while customer interest has a positive and significant influence on marketing strategies. In addition, customer promotions and interest negatively affect service quality. On the other hand, marketing strategies have a positive and significant effect on service quality. Furthermore, marketing strategies have been found to be a mediating variable affecting the relationship between promotion and service quality, as well as the relationship between customer interest and service quality. The conclusion of this study emphasizes the importance of marketing strategies in improving service quality, even though promotions do not always have a positive impact. Therefore, effective marketing strategy management is a key factor in improving service quality in the banking sector. This study contributes to the understanding of how promotions, customer interest, and marketing strategies interact in determining service quality in the banking industry, specifically at Bank Jatim Multipurpose Credit Malang Branch.