Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia

Research Article

Analysis of the Effect of Sales Promotion and Advertising on Consumer Decisions at PT. Bank Negara Indonesia (Persero) Tbk Majene Branch

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  • @INPROCEEDINGS{10.4108/eai.14-10-2020.2304258,
        author={Erwin  Erwin and Sri Utami Permata},
        title={Analysis of the Effect of Sales Promotion and Advertising on Consumer Decisions at PT. Bank Negara Indonesia (Persero) Tbk Majene Branch},
        proceedings={Proceedings of the 5th International Conference on Accounting, Management and Economics, ICAME 2020, 14-15 October 2020, Makassar, Indonesia},
        publisher={EAI},
        proceedings_a={ICAME},
        year={2021},
        month={2},
        keywords={sales promotion advertising and consumer decisions},
        doi={10.4108/eai.14-10-2020.2304258}
    }
    
  • Erwin Erwin
    Sri Utami Permata
    Year: 2021
    Analysis of the Effect of Sales Promotion and Advertising on Consumer Decisions at PT. Bank Negara Indonesia (Persero) Tbk Majene Branch
    ICAME
    EAI
    DOI: 10.4108/eai.14-10-2020.2304258
Erwin Erwin1,*, Sri Utami Permata1
  • 1: Faculty of Economics, University of West Sulawesi, Jalan Prof. Dr. Baharuddin Lopa, S.H, Majene Regency, 91412, West Sulawesi
*Contact email: erwin@unsulbar.ac.id

Abstract

Various banking industry services are currently centered on the process, based on observations in terms of offering and delivery of messages carried out in attracting interest and as a medium of communication has not been maximized, because the delivery of various offers is more often applied through customer service. sales and advertising in influencing consumer decisions. This study uses primary data in the form of a questionnaire, and a Likert scale is used as the measurement design. In the data analysis process, using descriptive statistical analysis methods. The results show that the role of sales promotion and advertising has an influence on consumer decisions. Sales promotion with point-award indicators, meanwhile for bottom line media advertising such as calendars or displays, statistically achieves a fairly good score. Finally, the findings of this study imply that consumers still expect more sales promotion availability and information delivery to consumers.