Research Paper
Year: 2020 | Month: December | Volume: 7 | Issue: 12 | Pages: 476-483
Analysis of Influence of Competitive Advantage, Customer Satisfaction, and Equity of the Brand to the Retention of Funds a Third-Party Corporate Customers of Bank Mandiri Region I Medan
Mario Samuel Sitinjak1, Amrin Fauzi2, Endang Sulistya Rini3
1,2,3Master of Management Universitas Sumatera Utara, Indonesia
Corresponding Author: Mario Samuel Sitinjak
ABSTRACT
As one of pioneer Bank in Western Sumatra (Sumbagut), Bank Mandiri Region I Medan facing many challenges in retaining customer in order to enhance company existency. Corporate customer is the contributor of Third Party Fund Management. Corporate DPK is a big part of company’s income. In fact, with a big name and a significant level of trust, Bank Mandiri Region I Medan faces challenges in terms of retaining corporate customers. Corporate customer data tends to decline, in 2016 as many as 1,954 corporate customers, decreased in 2017 (1,249) and decreased again in 2018 (892). This triggers researchers to conduct research at Bank Mandiri Region I Medan with the aim of research to find out and analyze the Effect of Competitive Advantage, Customer Satisfaction and Brand Equity simultaneously on the Third Party Fund Retention of Bank Mandiri Region I. The research method that is used in this research is multiple regression analysis. The results of this study found that, there is a positive and significant effect between Competitive Advantage, Customer Satisfaction and Brand Equity simultaneously with Priority Customer Funds Retention in Bank Mandiri Region I Medan, where this is indicated by the Fcount value is 127.1537 greater than Ftable valueis 2.6999 (95% confidence level, df regression of 3 and df residual of 96) so that H1.1 is accepted. While partially there is a positive and significant effect between Competitive Advantage and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount value is 2.072 greater than t table value is 1.985 (95% confidence level and df of 96) so H1.2 is accepted; there is a positive and significant effect between Customer Satisfaction and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount value is 3.302 greater than ttable is 1.985 (95% confidence level and df of 96) so H1.3is accepted; there is a positive and significant effect between Brand Equity and Priority Customer Fund Retention in Bank Mandiri Region I Medan, where this is indicated by the tcount is 2.774 greater than t table of 1.985 (95% confidence level and df of 96) so H1.4is accepted.
Keywords: Competitive Advantages, Customer Satisfaction, Brand Equity, Customer Retention, Bank Mandiri.
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