The Effect of 3I Marketing 3.0 Model on Customer Decision Using BNI Sharia Bank Services in Batam

Sri Zuliarni, Rakyah Rakyah

Abstract


This study aims to determine the effect of model 3i marketing 3.0 on the decisions of customers using the services of BNI Syariah banks in Batam city. The criteria for respondents in this study were at least 17 years old. The population in this study is customers who use BNI Syariah bank savings with 100 respondents. The type in this study uses a type of quantitative method and the data collection technique uses non probability sampling using the Slovin formula. Data is collected by distributing questionnaires given directly to respondents. Data analysis method uses descriptive statistical analysis. The research data was analyzed using IBM SPSS statistics 20. Based on the results of the analysis it can be explained that brand identity, brand integrity, and brand image have a positive and significant effect on purchasing decisions. Based on the results of the average value of the variable brand integrity and brand image are more influential.

Keywords


Brand Image, Brand Identity, Brand Integrity, Marketing 3.0, Customer Decision

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DOI: http://dx.doi.org/10.31258/jab.22.1.44-50

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