The Influence of Service Marketing Triangle and Experiential Marketing on Customers Decisions to Save at BRI Ende Branch

Ning Bayzurrah (), Debriyana Y. Salean and Merlyn Kurniawty
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Ning Bayzurrah: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business
Debriyana Y. Salean: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business
Merlyn Kurniawty: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023), 2024, pp 133-146 from Springer

Abstract: Abstract The purpose of this study is to determine the result of using service marketing triangle and experiential marketing on saving decisions at BRI Ende Branch. This study uses a quantitative approach methodology and is of the associative type. In order to collect data, questionnaires, interviews, and documentation were distributed as research instruments. The participants in this study were clients who had visited BRI Ende Branch. The study’s sampling strategy combines the accidental sampling approach with the using a non-probability sampling technique, a sample of 100 respondents was utilized. In this study, multiple linear regression analysis was the method of analysis. The outcomes demonstrated that partially Service Marketing Triangle has a favorable connection and a big impact on customers saving decisions at BRI Ende Branch, Experiential Marketing has a positive relationship and a significant effect on customer saving decisions at BRI Ende Branch, and simultaneously Service Marketing Triangle and Experiential Marketing have a favorable rapport and a big impact on customers saving decisions at BRI Ende Branch.

Keywords: Service Marketing Triangle; Experiential Marketing; Saving Decision (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-411-2_12

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DOI: 10.2991/978-94-6463-411-2_12

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