How Ethno Marketing Can Determine Consumer Decision to Use Branchless Banking Services

DOI

10.2991/aebmr.k.200131.003How to use a DOI?

Keywords

Ethno marketing, Consumer Decision, Branchless Banking

Abstract

Branchless Banking in Indonesia is examined as “an office-less financial services in the context of inclusive finance”. This program aims to provide simple, easy-to-understand financial products and in line with the needs of people who have not yet reached financial services. The target is the citizens who are in an isolated area that every agent must be able to reach them with special approach. One of the most effective way to reach purchase decision is ethno marketing. The aims of this study is to find how ethno marketing could determine consumer decision to use Branchless banking services focuses on consumers in Bandung City. This study is a verificative study which used explanatory survey with total sample size is 100 respondents. The da-ta analysis technique in this study is Structural Equation Modeling. This study reveals that ethno marketing significantly influence consumer decision to use Branchless Banking services because of the consumer decision.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Agus Rahayu
AU  - A.S. Apriliyani
AU  - Disman Disman
AU  - L.A. Wibowo
AU  - S. Sasongko
PY  - 2020
DA  - 2020/02/07
TI  - How Ethno Marketing Can Determine Consumer Decision to Use Branchless Banking Services
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 8
EP  - 10
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.003
DO  - 10.2991/aebmr.k.200131.003
ID  - Rahayu2020
ER  -