Influences of Product Innovation, Service Quality, Customer Satisfaction Towards Customer Decisions by Using Livin' by Mandiri (Case Study on pt. Bank Mandiri in Gorontalo Branch)
Keywords:
product innovation, service quality, customer satisfaction, customer decisionsAbstract
One of the factors that can influence a customer's decision to use Livin' by Mandiri at PT. Bank Mandiri, namely the quality of service provided by Bank Mandiri. To attract customers' interest in making decisions using the Livin' by Mandiri application, Bank Mandiri must be able to provide the best for its customers. This can be done through the quality of service provided by Bank Mandiri to customers. The better the quality of service provided to customers, the higher the customer's value to Bank Mandiri. This study aims to determine and analyze the effect of product innovation, service quality, and customer satisfactiontoward customer decisions to Use Livin' by Mandiri at PT. Bank Mandiri Gorontalo Branch. This study usesmultiple linear regression analysisand with a sample of 100 respondents atPT. Bank Mandiri Gorontalo Branch.The results of this study found that theproduct innovation, service quality, and customer satisfactionsimultaneously influence toward customer decisions to Use Livin' by Mandiri at PT. Bank Mandiri Gorontalo Branch. Product innovationhad a significant positive influence toward customer decisions to Use Livin' by Mandiri at PT. Bank Mandiri Gorontalo Branch, service qualityhad a significant positive influence toward customer decisions to Use Livin' by Mandiri at PT. Bank Mandiri Gorontalo Branch, and customer satisfactionhad a significant positive influence toward customer decisions to Use Livin' by Mandiri at PT. Bank Mandiri Gorontalo Branch.
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