Prayoga, Dimas Anggie (2024) Analisis Strategi Digital Promotion dan Word of Mouth terhadap Keputusan Nasabah (Studi Kasus PT. BPR Sumberdhana Anda di Kota Blitar). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze digital promotion and word of mouth strategies on customer satisfaction. The variables in this research are customer satisfaction as the dependent variable, while promotion and word of mouth are the independent variables. The research method is associative analysis with a quantitative approach. The data used is via a Google Form questionnaire and filled in by the respondents.
The research results show that the dependent variable, namely Customer Satisfaction, can be used as a model in this research. Meanwhile, partial test results on the Digital Promotion and Word of Mouth variables partially have a significant effect on Customer Satisfaction. The results of the coefficient of determination test show that the two independent variables are able to explain the dependent variable Customer Satisfaction by 77.2%, while the remaining 23.8% is explained by other factors not examined in this research.

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