The Effect of Promotion Mix on PT. Bank Rakyat Indonesia (Persero) Customer Decisions

  • Yusuf Rombe Universitas Kristen Indonesia Jakarta
Keywords: Advertising, Personal Selling, Selling Promotion, Public Relations, Customer Decision

Abstract

Objectively this study addresses the research formulations, including Does the promotion mix consisting of advertising, personal selling, sales promotion, and public relations have a positive and significant effect on customer decisions at PT. Bank Rakyat Indonesia (Persero), Jakarta branch? From several promotional mix variables, which variable has the most dominant influence on customer decisions to save at PT. Bank Rakyat Indonesia (Persero), Jakarta branch. The data collection method uses a questionnaire, which is distributed to 100 respondents who are customers. Measurement of data using a questionnaire. Based on the research results, the conclusions of this study are advertising, personal selling, and sales promotion have a positive and partially significant effect on customer decisions. In contrast, public relations has no significant impact, and the sales promotion variable is the dominant variable.   

Downloads

Download data is not yet available.

References

Applebaum, W. (1951). Studying customer behavior in retail stores. Journal of Marketing, 16(2), 172–179. https://doi.org/10.2307/1247625
Arfah, A., Olilingo, F. Z., Syaifuddin, S., Dahliah, D., Nurmiati, N., & Putra, A. H. P. K. (2020). Economics During the Global Recession: Sharia-Economics as a Post COVID-19 Agenda. The Journal of Asian Finance, Economics and Business, 7(11), 1077–1085.
Chandy, R., & Narasimhan, O. (2015). Millions of Opportunities: An Agenda for Research in Emerging Markets. Customer Needs and Solutions, 2(4), 251–263. https://doi.org/10.1007/s40547-015-0055-y
Dittmar, H., & Drury, J. (2000). Self-image – is it in the bag? A qualitative comparison between “ordinary” and “excessive” consumers. Journal of Economic Psychology, 21(2), 109–142. https://doi.org/10.1016/S0167-4870(99)00039-2
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118–126. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.05.001
Firman, A., Putra, A. H. P. K., Mustapa, Z., Ilyas, G. B., & Karim, K. (2020). Re-conceptualization of Business Model for Marketing Nowadays: Theory and Implications. The Journal of Asian Finance, Economics and Business (JAFEB), 7(7), 279–291.
Francisco dos Reis Neto, J., Muñoz-Gallego, P. A., Souza, C. C. de, Pedrinho, D. R., Favero, S., & von Mühlen, A. S. R. (2016). Strategic orientations and cooperation of external agents in the innovation process of rural enterprises. Ciência Rural. https://doi.org/10.1590/0103-8478cr20160094
Huang, Y. C., & Liu, C. H. (2020). Buffering effects of brand perception to behavioural intention - Evidence of China airlines. Research in Transportation Business and Management, November 2019. https://doi.org/10.1016/j.rtbm.2020.100468
Indahingwati, A., Launtu, A., Tamsah, H., Firman, A., Putra, A. H. P. K., & Aswari, A. (2019). How Digital Technology Driven Millennial Consumer Behaviour in Indonesia. Journal of Distribution Science, 17(8), 25–34.
Kotler, P., Armstrong, G., & Philip Kotler, G. A. (2010). Principles of Marketing (Sally Yagan (ed.); 14th ed.). Pearson education.
Kotler, P., Wong, V., Saunders, A. J., & Armstrong, G. (2013). Principles Of Marketing. In Pearson education (Vol. 53, Issue 9). https://doi.org/10.1017/CBO9781107415324.004
Kusuma, A. H. P., Sudirman, A., Purnomo, A., Aisyah, S., Sahir, S. H., Rumondang, A., Salmiah, S., Halim, F., Wirapraja, A., & Napitupulu, D. (2020). Brand Management: Esensi, Posisi dan Strategi. Yayasan Kita Menulis.
Lestari, S. D., Leon, F. M., Widyastuti, S., Brabo, N. A., & Putra, A. H. P. K. (2020). Antecedents and Consequences of Innovation and Business Strategy on Performance and Competitive Advantage of SMEs. The Journal of Asian Finance, Economics and Business, 7(6), 365–378.
Lo Liang kheng, et. a. (2010). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2). www.ccsenet.org/ijms
Mashur, R., Gunawan, B. I., Ashoer, M., Hidayat, M., Perdana, H., & Putra, K. (2019). Moving From Traditional to Society 5 . 0 : Case study by Online Transportation Business. Journal Distribution Science, 9, 93–102. https://doi.org/http://dx.doi.org/10.15722/jds.17.09.201909.93
Mashur, R., Muhammad, H., Ansir, L., AHP, K. P. A. H. P., & Shandra, B. (2020). Antecedents and consequence of brand management: empirical study of Apple’s brand product. In Journal of Asia Business Studies: Vol. ahead-of-p (Issue ahead-of-print). https://doi.org/10.1108/JABS-01-2019-0030
Olilingo, F. Z., & Putra, A. H. P. K. (2020). How Indonesia Economics Works: Correlation Analysis of Macroeconomics in 2010-2019. Journal Asian Finance Economic and Business, 7(8), 117–130.
Oreski, D. (2012). Strategy development by using SWOT -AHP. TEM Journal.
Pučėtaitė, R. (2014). Stimulating Organizational Innovativeness through Ethical Leadership Practices: The Mediating Role of Organizational Trust. Procedia - Social and Behavioral Sciences, 156, 231–235. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.11.180
Tinne, W. S. (2010). Impulse purchasing : A literature overview. ASA University Review, 4(2), 65–73.
Yoshida, M. (2017). Consumer experience quality: A review and extension of the sport management literature. Sport Management Review, 20(5), 427–442. https://doi.org/https://doi.org/10.1016/j.smr.2017.01.002
Zaušková, A., Bezáková, Z., & Grib, L. (2015). Marketing Communication in Eco-innovation Process. Procedia Economics and Finance, 34(15), 670–675. https://doi.org/10.1016/s2212-5671(15)01684-6
Published
2020-12-15