THE IMPACT OF MARKETING COMMUNICATION PERFORMANCE AND REFERENCE GROUP ENCOURAGEMENT ON CUSTOMER ATTITUDES IN CHOOSING BANKING IN MAKASSAR CITY, INDONESIA

Authors: Sahade* & Syamsu Rijal

ABSTRACT

The objective of this research is to find out customer response index decision (CRID) and the influences of marketing communication performance, reference group, both partially and simultaneously towards customer’s attitude. Descriptive analysis used in this research based upon customer’s response index decision which utilized to predict the proportional value that’s linked with research variable dimensions, for hypothesis testing is applied structural equation modelling (SEM). Result of this research which describe based on statistical frequency distribution analysis and customer response index decision, show that customers have high level categorize toward decision on branch banking preferences, both partially and simultaneously to answered the hypothesis conceptual paradigm shown marketing communication performance and its effects toward customers’ attitude on the bank product or services significantly.

Keywords: Marketing communication performance, Reference groups and Customer attitude

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