Pengaruh Faktor Eksternal dan Internal Terhadap Loyalitas Konsumen Kartu Kredit Visa di Surabaya  

Oleh:

Supriyono, S. E.

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Journal of Economics, Business, & Accountancy: ventura vol. 10 no. 2 (Aug. 2007), page 85-98.
Topik: Visa Card; Advertisement; Salesman; Publicity; Family; Non-Family; Social; Personality

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: VV5.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Visa card is considered an efficient tool in banking matters especially for customers or cardholders. It is assumed that the trend of possessing this plastic money tends to be more and more prevailing nowadays. Therefore, looking into the factors which are influential for the motive to possess this visa card is an interesting study. This research concerns a study on the influence of the factors toward the cardholders for possessing visa cards. These factors are advertisement, salesman, publicity,family, non-family, social, personality. First of all, it attempts to see the simultaneous influence of the external and internal factors toward the Visa credit card holders in Surabaya. Secondly, it attempts to find out the influence of the dominant variables toward the Visa credit card holders in Surabaya. This research uses sample of 125 respondents, allocated in North Surabaya with 25 respondents, Central Surabaya with 25 respondents, and South Surabaya with 25 respondents, West Surabaya xoith 25 respondents, and East Surabaya with 25 respondents. It uses sampling technique of accidental sampling with Mlltiple Regression. The results show that the first hypothesis stating that those seven factors or variables mentioned above simultaneously influence the Visa credit cardholders in Surabaya is accepted. It also shows that advertisement, salesman, publicity, family, non family, social, and personality simultaneously have strong influence toward the loyalty of the Visa credit cardholders in Surabaya. Implication and recommendations are also discussed

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