EFFECTIVENESS OF MARKETING COMMUNICATIONS OF BNI iB Hasanah in PT BNI SYARIAH BANDA ACEH CITY BRANCH (Survey of Customer Behavior Against Banda Aceh)

Hasna Lathifah, Israk Ahmadsyah, Cut Dian Fitri

Abstract


This reserch aims to give recomendation to BNI Syariah  about the reason of the choice  of products. The effect of cultural, social, personal, and psychologies to customers behavior. The data collections are obtained from 50 respondens. The reserch utilizes mix anlyzing by using mix method triangular approach and multiple linear regression. The result showed that culture  does mot give siqnificant effect, but social, personal and psycology are positive and siqnificanly influence the cusmer behavior. The effectivity of the cognitive aspect was concluded less effective, but affective and conative aspects showed it's that both are effective. The recommendation given to BNI Syariah is to communicate things related to cognitive aspect roomates and maximize social, personal, and physycological variables.


Keywords


Marketing Communication, Consumer Behavior, Cognitive Aspect, Affective Aspect, Conative Aspect .

Full Text:

PDF

References


Aninah (2010). Media Promotion Effectiveness Analysis of Herbal Products At PT Prima Agritech Nusantara Outlet.

Ariestonandri, Prima. (2006). Marketing Research for Beginner: A Practical Guide For Beginners Marketing Research. Yogyakarta: ANDI

Atika, M. (2014). Product Marketing Activities iB Hasanah Mudarabah At PT. BNI Syariah Branch of Banda Aceh. Work Report Practice Posted. Banda Aceh: Islamic Banking Diploma Program of the State Islamic University of Ar-Raniry.

Bank Negara Indonesia Sharia. (2017). Product Description iB Hasanah Fund.

M. Dahlen, Fredrick Lange & Terry Smith. 2010. Marketing Communications: A Brand Narrative Approach. United Kingdom: John Wiley & Sons. Retrieved online from https://books.google.co.id, dated 15 November 2017.

Danibrata, A. (2011). The Effect Of Integrated Marketing Communication Brand Equity In A State Bank in Jakarta. Journal of Business and Accounting, 13 (1), 21-38.

Hamdi, AS & E.Bahruddin. (2015). Quantitative Research Methods: Applications in Education. Yogyakarta: Deepublish. Taken online from https://books.google.co.id, dated 23 November 2017.

Hapidah, N. (2017). Effect of Personal Factors, Social Factors and Factors Against Information Intention Savings Bank Syariah Mandiri Branch eJournal Buleleng Year 2016 Department of Economic Education, 9 (1), 1-10.

Istijanto. (2005). Practical application of Marketing Research. Jakarta: Gramedia

Juliandi A, Irfan & Manurung S., (2014). Business Research Methodology, Concepts and Applications: Successful Thesis Writing Thesis and Independent. Terrain: UMSU Press Taken online from https://books.google.co.id, dated 23 November 2017.

Kotler, P and Kevin Lane Keller. (2009). Marketing Management. Jakarta: Erland

Kurniawan, Albert. (2014). Research Methods for Economics and Business Theory, Concepts, Practices and Business Research (Condition Data Processing Calculations with IBM SPSS 22.0). Bandung: Alfabeta

Financial Fervices Authority. (2017). Financial Progress Report Syariah2016

-----------------------------. (2015). Indonesian Islamic Banking Development Roadmap 2015-2019

Rahmawaty, A. (2014). Influence Perceptions About Interests Against Islamic Bank BNI Syariah Using Products in Semarang. Addin, 8 (1), 1-28.

Setiadi, NJ (2003). Consumer Behavior: Contemporary Perspectives On Motive, Interest and Desire Consumers. Cet-4. Jakarta: Kencana.

Silviana, & Sons, P. (2017). Model AIDA Marketing Strategies For Customer Floating Islamic Banking (Community Survey in Bekasi). Journal of Organization and Management, 13 (1), 10-21.

Simamora, Bilson. (2008). Consumer Behavior Research Guide. Jakarta: GramediaTaken online from https://books.google.co.id, dated 23 November 2017.

Syafril & Huda, N. (2015). Factor Analysis of Social, Cultural and Psychological Affecting Customer Decision Choosing Micro Financing In point (Study at PT Bank Syariah Mandiri Branch Banjarmasin). Management Insights, 3 (3), 257-268.

Wanarijki, O. (2013). Effectiveness of Marketing Communications Banking Credit Bank Rakyat Indonesia Unit Desa Cikedung, District Cikedung, Indramayu district.

Yuliawan, E. (2011). Regarding the influence of Islamic Banking Consumer Sciences Decision Against Becoming Customer At PT Bank Syariah Branch Bandung. Wira Mikroskil Economics, 01 (01), 21-30




DOI: https://doi.org/10.29103/jmpe.v2i1.2235

Article Metrics

 Abstract Views : 250 times
 PDF Downloaded : 19 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Hasna Lathifah, Israk Ahmadsyah, Cut Dian Fitri

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Stat Counter

Flag Counter