Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)

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

Authors
Ning Bayzurrah1, *, Debriyana Y. Salean1, Merlyn Kurniawty1
1Management Study Program, Faculty of Economic and Business, Universitas Nusa Cendana, Kupang, Indonesia
*Corresponding author. Email: ening0276@gmail.com
Corresponding Author
Ning Bayzurrah
Available Online 14 May 2024.
DOI
10.2991/978-94-6463-411-2_12How to use a DOI?
Keywords
Service Marketing Triangle; Experiential Marketing; Saving Decision
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
14 May 2024
ISBN
10.2991/978-94-6463-411-2_12
ISSN
2352-5428
DOI
10.2991/978-94-6463-411-2_12How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ning Bayzurrah
AU  - Debriyana Y. Salean
AU  - Merlyn Kurniawty
PY  - 2024
DA  - 2024/05/14
TI  - The Influence of Service Marketing Triangle and Experiential Marketing on Customers Decisions to Save at BRI Ende Branch
BT  - Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)
PB  - Atlantis Press
SP  - 133
EP  - 146
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-411-2_12
DO  - 10.2991/978-94-6463-411-2_12
ID  - Bayzurrah2024
ER  -