EFFECT OF ECONOMIC CONTENT, RESOURCE CONTENT, SOCIAL CONTENT ON CUSTOMER SATISFACTION: A STUDY ON COMMERCIAL DEBTOR OF PANIN BANK IN EAST JAVA

Abstract

This research aims to examine and analyze the effect of economic content, resource content, and social content on the satisfaction of commercial debtors of Panin Bank in East Java. The total population is 485 commercial debtors spread across all Panin Bank branches in East Java. The samples taken were 220 respondents. Samples taken using the criteria have been a Panin Bank debtor for at least two years. The calculation of the number of samples taken at each branch will use the proportionate random sampling technique. The variables discussed in this research include independent variables, namely: Economic Content Resource Content, and Social Content; while the dependent variable discussed is customer satisfaction. Data analysis techniques include validity and reliability tests; t-test, F-test, and multiple linear regression. The results showed that: the economic content variable has a significant positive effect on customer satisfaction of commercial Panin Bank debtors in East Java; resource content variable has a significant positive effect on customer satisfaction for commercial debtors of Panin Bank in East Java, and the social content variable has a significant positive effect on customer satisfaction for commercial debtors of Panin Bank in East Java. Recommendations that can be given are: Panin Bank management should pay attention to and improve economic factors. should be able to improve the quality of employee resources in a variety of ways, must be able to provide feelings of love, interaction, empathy, friendship, to all customers, must be able to manage that customer loyalty that has a good relationship must always be maintained and managed continuously with mutual benefit, must be able to provide a sense of comfort / security, a sense of social, togetherness to all and fellow customers. Further research is expected to use other variables that can affect customer satisfaction and loyalty so that more complete information is obtained not only on conventional banks but also Islamic banks, state-owned banks (BUMN), foreign, mixed or other.