The Impact of Marketing Strategy (4P) on Customer Loyalty at PT Bank Rakyat Indonesia (Persero) TBK Branch Office Medan Putri Hijau

In the face of increasing competition in the banking industry, customer loyalty has become a critical factor for business sustainability. PT Bank Rakyat Indonesia (Persero) Tbk Branch Office Medan Putri Hijau is no exception, where internal data shows that 42% of customers exhibit signs of disloyalty. This research analyzes the influence of marketing strategies, including product, price, place, and promotion (4P), on customer loyalty at Bank BRI Branch Office Medan Putri Hijau. Customer loyalty is crucial for banking business sustainability amidst fierce competition, as loyal customers contribute to increased revenue and marketing cost efficiency. Internal data indicates that 42% of BRI Medan Putri Hijau customers show signs of disloyalty, highlighting the multicollinearity was present (Tolerance > 0.1, VIF < 10). Simultaneously, product, price, place, and promotion significantly influenced customer loyalty (F-statistic = 31.716, Sig. = 0.000). Partially, product (p-value = 0.002), place importance of effective marketing strategies. This study employed a quantitative approach with a survey method, distributing questionnaires to 96 BRI Medan Putri Hijau customers using purposive sampling technique. Data were analyzed using SPSS version 25, involving validity (Pearson Correlation), reliability (Cronbach's Alpha), and classical assumption tests (normality, multicollinearity, heteroscedasticity). The results show that the regression model met classical assumptions: data were normally distributed (Kolmogorov-Smirnov p-value > 0.05) and no significant (p-value = 0.015), and promotion (p-value = 0.049) significantly affected customer loyalty, while price did not show a significant effect (p-value = 0.774). The conclusion of this research is that the overall marketing strategy (4P) significantly impacts customer loyalty at Bank BRI Branch Office Medan Putri Hijau, with product being a key driver of loyalty.