PENGARUH KUALITAS PRODUK DAN SDM TERHADAP STRATEGI PEMASARAN GUNA MENINGKATKAN FEE BASED INCOME

Abstract

The purpose of this study were 1) To analyze the effect of product quality to increase
fee based income, 2) To analyze the effect of the quality of human resources (HR) to increase
fee based income, 3) To analyze the effect of marketing strategies to increase fee based
income.
Respondents of this study were employees of Bank BNI 46 Main Branch Office Renon,
amounting to 199 people. Collecting data in this study using a questionnaire containing 18
questions, each question using 10 alternative answers. Analysis of the data used to answer
the research questions and test hypotheses influence the quality of product, quality of human
resources and marketing strategies toward fee-based statistical method is used Structural
Equation Modeling (SEM) with AMOS software version 20.
The results showed that: 1) the variable quality of the product and the variable fee
based income awakened by a strong theoretical basis and the results showed that there is
positive and significant variable fee based income variables 2) the quality of human
resources and the variable fee based income has done research with collect data related to
these variables and have been analyzed by means of SEM analysis with the results of the
study indicate that there is a positive and significant effect of the variable quality of human
resources to variable fee based income, 3) there is a positive and significant impact
marketing strategy variable to variable fee based income.

Keywords: quality of product, quality of human resources, marketing strategies and feebased income