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The Comparative Analysis of Word Of Mouth Marketing and Experiential on the Consumer Decision to Become a Customer

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dc.contributor
dc.contributor
dc.creator Fauzi, Soni
dc.creator Nurhasanah, Neneng
dc.creator Nurhayati, Nunung
dc.date 2016-02-06
dc.date.accessioned 2016-12-05T09:57:15Z
dc.date.available 2016-12-05T09:57:15Z
dc.identifier http://karyailmiah.unisba.ac.id/index.php/perbankan_syariah/article/view/2340
dc.identifier.uri http://karyailmiah.unisba.ac.id/index.php/perbankan_syariah/article/view/2340
dc.description In each bank, the marketing strategy is needed in various activities organized by the bank to get customers. More than that, the success of the marketing strategy can be seen from how much the consumer's decision to become a customer at the bank. Word Of Mouth Marketing and Experiential can be regarded as the most effective strategy to gain customers. In fact, Word Of Mouth marketing strategy that is done every day by marketing BRI Syariah Cijerah KCP Bandung has yet to reach the target which is expected to be but instead Experiential marketing through open table program is done every two weeks are able to obtain the expected number of customers. In this study, the authors formulated the problems to be studied. First, how does the Word Of Mouth marketing on the customer decision of BRI Syariah KCP Cijerah Bandung. Second, how is the influence of Experiential marketing on the customer decision of BRI Syariah KCP Cijerah Bandung? Third, how is the comparison between Word Of Mouth marketing and Experiential marketing to the customer decision in BRI Syariah KCP Cijerah Bandung. The method used in this research is descriptive analysis method. The data collection techniques were interviews, literature study, and questionnaire. Data analysis is quantitative, and to find the influence of independent and dependent variables using multiple regression analysis, hypothesis and the coefficient of determination. The results show that the influence of Word Of Mouth Marketing in BRI Syariah KCP Cijerah Bandung is quite good with a value interval of 2.60 to 3.39 and the effect of 62.78%. The effect of Experiential Marketing in BRI Syariah KCP Cijerah Bandung is good with the value of the interval of 3.40 to 4.19, and the effect of 79.80%. The comparison shows that experiential marketing gave more influence on the consumer decision to become customer, compared to Word of Mouth marketing, with a difference of influence 17.02%.
dc.description Pada setiap bank, strategi pemasaran sangat diperlukan dalam berbagai kegiatan yang diselenggarakan oleh bank untuk mendapatkan nasabah. Lebih dari pada itu keberhasilan strategi pemasaran dapat dilihat dari seberapa banyak  keputusan konsumen untuk menjadi nasabah pada Bank tersebut. Pemasaran Word Of Mouth dan Experiential dapat dikatakan sebagai strategi yang paling efektif untuk memperoleh nasabah. Pada kenyataannya strategi pemasaran Word Of Mouth yang dilakukan setiap hari oleh marketing bank BRI Syariah KCP Cijerah Bandung masih belum mencapai target yang di harapkan akan tetapi sebaliknya pemasaran Experiential melalui program open table yang dilakukan setiap dua minggu sekali mampu memperoleh jumlah nasabah yang diharapkan. Dalam penelitian ini, penulis merumuskan permasalahan yang hendak diteliti, yaitu: Bagaimana pengaruh pemasaran Word Of Mouth terhadap keputusan nasabah di BRI Syariah KCP Cijerah Bandung, bagaimana pengaruh pemasaran Experiential terhadap keputusan nasabah di BRI Syariah KCP Cijerah Bandung, serta bagaimana perbandingan antara pemasaran Word Of Mouth dan pemasaran Experiential terhadap keputusan nasabah di BRI Syariah KCP Cijerah Bandung. Metode yang digunakan dalam penelitian ini adalah metode deskriptif analisis. Teknik pengumpulan data yang digunakan adalah wawancara, studi kepustakaan dan kuesioner. Analisis data yang digunakan adalah kuantitatif dan untuk mencari pengaruh variabel independen dan dependen menggunakan metode analisis regresi berganda, hipotesis dan koefisien determinasi. Hasil penelitian menunjukan bahwa: Pengaruh Pemasaran Word Of Mouth di BRI Syariah KCP Cijerah Bandung sudah cukup baik dengan nilai interval sebesar 2,60-3,39 dan pengaruh sebesar 62,78%, sedangkan Pengaruh Pemasaran Experiential di BRI Syariah KCP Cijerah Bandung sudah baik dengan nilai interval sebesar 3,40-4,19 dan pengaruh sebesar 79,80%, setelah dibandingkan pengaruh pemasaran Word Of Mouth dan pemasaran Experiential, maka pemasaran Experiential lebih berpengaruh terhadap keputusan konsumen untuk menjadi nasabah dibandingkan dengan pemasaran Word Of Mouth dengan selisih pengaruh sebesar 17,02%.
dc.format application/pdf
dc.language ind
dc.publisher Proceedings of Finance & Islamic Banking
dc.publisher Prosiding Keuangan & Perbankan Syariah
dc.relation http://karyailmiah.unisba.ac.id/index.php/perbankan_syariah/article/view/2340/pdf
dc.source Proceedings of Finance & Islamic Banking; Vol 2, No 1, Prosiding Keuangan & Perbankan Syariah (Februari 2016); 63-70
dc.source Prosiding Keuangan & Perbankan Syariah; Vol 2, No 1, Prosiding Keuangan & Perbankan Syariah (Februari 2016); 63-70
dc.source 2460-2159
dc.subject Proceedings of the Financial Institutions and Syariah Banking
dc.subject Word Of Mouth Marketing, Experiential, Customer Decision.
dc.subject Keuangan dan Perbankan Syariah
dc.subject Pemasaran Word Of Mouth, Experiential, Keputusan Nasabah.
dc.title The Comparative Analysis of Word Of Mouth Marketing and Experiential on the Consumer Decision to Become a Customer
dc.title Analisis Perbandingan Pemasaran Word Of Mouth dan Experiential terhadap keputusan konsumen untuk menjadi nasabah
dc.type info:eu-repo/semantics/article
dc.type info:eu-repo/semantics/publishedVersion
dc.type Artikel yang dipeer-review
dc.type Kuantitatif
dc.type Quantitative


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