The Influence of Advertising, Brand Image and Word aof Mouth on the Customer's Decision to choose BTN Giro at Bank BTN East Bandung Branch Office

Abstract

The background to this research is a decrease in the number of BTN Giro customers which is thought to be influenced by advertising, brand image and word of mouth so that it will influence customer decisions at Bank BTN East Bandung Branch Office. This research aims to find out how advertising, brand image and word of mouth influence both partially and simultaneously on the decision to become a BTN Giro customer at Bank BTN East Bandung Branch Office. The object of this research is BTN Giro customers at Bank BTN East Bandung Branch Office. The type of research is associative quantitative with primary data using observation, interview, questionnaire and literature study data collection techniques. Meanwhile, the sampling technique used is non-probability sampling with a population of 827 customers and a sample of 90 customers. The research results show that there is a significant influence of advertising, brand image, and word of mouth on customer decisions, amounting to 67.5%, 56%, 66.2%. And simultaneously there is a significant influence between advertising, brand image and word of mouth on customers' decisions to choose BTN Giro at Bank BTN East Bandung Branch Office, amounting to 75.2%.