THE EFFECT OF INTERNAL MARKETING (IM), EXTERNAL MARKETING (EM), AND INTERACTIVE MARKETING (ITM) ON DECISION TO BE A CUSTOMER OF MANDIRI BANK IN BANDUNG
Astri Wulandari (a)*, Bethani Suryawardani (b), Fanni Husnul Hanifa (c), Widya Sastika (d)
a) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, astri.wulandari[at]tass.telkomuniversity.ac.id
b) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, bethani[at]tass.telkomuniversity.ac.id
c) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, fanni.husnul[at]tass.telkomuniversity.ac.id
d) School of Applied Science Telkom University
Jl. Telekomunikasi Terusan Buah Batu Bandung, West Java, Indonesia 40257, wiedyasastika[at]tass.telkomuniversity.ac.id
Abstract
Marketing activities on the company are very important, where the success or failure in the product sales process is the end result of marketing activities. The more successful of the marketing process will have an impact on the sale of products that can generate profits from a company. Internal marketing is a line that connects employees and banks. External Marketing is a line that connects customers and banks. Furthermore, Interactive Marketing is a line that connects employees and customers. This research is looking for the influence of internal marketing (IM), external marketing (EM), and interactive marketing (ITM) on the decision to become customers of Bank Mandiri in Bandung. The research method used quantitative method with Multiple Linear Regression. The sampling method used was purposive sampling with the number of respondents as many as 400 people. From the results of the study, the contribution of internal marketing (X1), external marketing (X2), and interactive marketing (X3) variables have a simultaneous influence on the customer decision variable (Y) of 0.894 or 89.4%. The remaining 10.6% is influenced by other factors that cannot be explained in this study.
Keywords: Internal Marketing (IM), External Marketing (EM), Interactive Marketing (ITM), Purchasing Decision
Topic: Digital Marketing