Abstract
This study aims to (1) determine the effect of continuity marketing on customer satisfaction at PT. Bank Negara Indonesia Palopo Branch. (2) To determine the effect of individual marketing (on one-to-one marketing) on customer satisfaction at PT. Bank Negara Indonesia Palopo Branch. (3) To determine the effect of the cooperation program (partnering) on customer satisfaction at PT. Bank Negara Indonesia Palopo Branch. Data analysis used multiple linear regression analysis tools with questionnaire processing through SPSS version 23. The sample in this study was 100 people. Where the sample in question is a customer from PT. Bank Negara Indonesia Palopo Branch. Where the results of the research show continuous marketing has a significant effect on customer satisfaction, individual marketing (One to one marketing) has no significant impact on customer satisfaction and cooperation programs (partnering or co-marketing) have a significant and significant effect on customer satisfaction.
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