The Comparative Analysis of Word Of Mouth Marketing and Experiential on the Consumer Decision to Become a Customer

Abstract

In each bank, the marketing strategy is needed in various activities organized by the bank to get customers. More than that, the success of the marketing strategy can be seen from how much the consumer's decision to become a customer at the bank. Word Of Mouth Marketing and Experiential can be regarded as the most effective strategy to gain customers. In fact, Word Of Mouth marketing strategy that is done every day by marketing BRI Syariah Cijerah KCP Bandung has yet to reach the target which is expected to be but instead Experiential marketing through open table program is done every two weeks are able to obtain the expected number of customers. In this study, the authors formulated the problems to be studied. First, how does the Word Of Mouth marketing on the customer decision of BRI Syariah KCP Cijerah Bandung. Second, how is the influence of Experiential marketing on the customer decision of BRI Syariah KCP Cijerah Bandung? Third, how is the comparison between Word Of Mouth marketing and Experiential marketing to the customer decision in BRI Syariah KCP Cijerah Bandung. The method used in this research is descriptive analysis method. The data collection techniques were interviews, literature study, and questionnaire. Data analysis is quantitative, and to find the influence of independent and dependent variables using multiple regression analysis, hypothesis and the coefficient of determination. The results show that the influence of Word Of Mouth Marketing in BRI Syariah KCP Cijerah Bandung is quite good with a value interval of 2.60 to 3.39 and the effect of 62.78%. The effect of Experiential Marketing in BRI Syariah KCP Cijerah Bandung is good with the value of the interval of 3.40 to 4.19, and the effect of 79.80%. The comparison shows that experiential marketing gave more influence on the consumer decision to become customer, compared to Word of Mouth marketing, with a difference of influence 17.02%.