The tight competition and the need of fresh fund have caused banks to
acquire more customers to have saving accounts. This Final Assignment Report
analyzes the factors influence consumer behavior towards BII Gold saving
account. The writers use Multiple Regression analysis as the analytical method in
order to identify the significant influences of marketing mix, internal factors and
Customers' Experience Management (CEM) factor towards BII Gold saving
account as measured by the customers' decision making pattern. This research is
classified as quantitative research. The data are collected through distributing
questionnaires which will result in nominal, ordinal and interval data. After the
multiple regression analysis is done, the result shows that marketing mix, internal
factors and CEM all together do influence consumer behavior. Product, price,
people, process from marketing mix, psychological from internal factors, and
customer interface and brand experience from CEM are all significantly influence
consumer behavior. Gap analysis is conducted to know whether BII has already
met customers? expectation towards those significant factors. The result shows
that BII has not perfectly met the consumers? expectation from all of those
significant factors. The biggest gaps appear in variable price, process, and
products.

Creator(s)

• (34405027) MARGARETTA
• (34405031) NIDYA WIJAYA

Contributor(s)

• Filicia Chandra → Advisor 1
• Tessa Vanina Soetanto → Examination Committee 1

Publisher

Universitas Kristen Petra; 2009

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 34010003/MAN/2009; Margaretta (34405027), Nidya Wijaya (34405031)

Subject(s)

• BANK MARKETING
• CONSUMER BEHAVIOR

File(s)

• jiunkpe-ns-s1-2009-34405027-12801-behavior-cover.pdf
• jiunkpe-ns-s1-2009-34405027-12801-behavior-abstract_toc.pdf