Factors That Influence Customer Decisions To Open Accounts Of Xpresi Stages In BCA Medan
Introduction
In today's competitive banking industry, attracting young customers is crucial for the growth and success of financial institutions. BCA, one of Indonesia's leading banks, has introduced the Xpresi stage, a savings product designed to appeal to the younger generation and encourage banking habits. However, despite its potential, the Xpresi stage has faced challenges in achieving its target number of accounts. In May 2013, only 15% of the target was successfully achieved. To understand the factors that inhibit the growth of Xpresi stages, research was conducted to examine the influence of culture, social, personal, psychology, and perception of marketing stimuli on customer decisions to open the Xpresi stage account in BCA Medan.
Methodology
This study involved 135 respondents who were surveyed to explore their behavior and decision-making processes. The results show that factor of marketing stimuli perception has the most powerful relationship with customer decisions, with a correlation coefficient of 0.647. This indicates that 52.5% of customer decisions to open accounts are influenced by the five factors studied.
Results
The F test shows that simultaneously, the five factors have a significant effect on customer decisions (F count > F table, 28,615 > 2.21). Partially, cultural factors and marketing stimuli have a significant influence. In conclusion, the five factors are simultaneously and partially (only cultural factors and marketing stimuli perceptions) have a positive and significant effect on the customer's decision to open the Xpresi stage account in BCA Medan.
Deeper Analysis
The results of this study indicate that an effective marketing strategy is the main key in attracting young people to open the Xpresi stage account. Here are some important points that can be learned:
Perception of Marketing Stimuli
This factor is the most dominant factor, which means how BCA communicates the product of the Xpresi stage to the target market is very important. Promotion strategies, product design, and services offered need to be tailored to the needs and lifestyles of young people. For example, BCA can use social media platforms to promote the Xpresi stage, create engaging content that resonates with young people, and offer rewards and incentives for customers who open an account.
Cultural Factors
Culture has a significant influence. BCA needs to understand the cultural values and trends that apply among the younger generation, as well as how they view banking products. For instance, BCA can conduct market research to understand the preferences and behaviors of young people, and tailor its marketing strategies accordingly.
The Importance of Promotion
Although important cultural factors, research shows that the right marketing strategy has a stronger influence. BCA needs to focus on an attractive, innovative, and relevant marketing campaign to the target market. This can include using influencers, creating engaging content, and offering rewards and incentives for customers who open an account.
Product Development
Product development also needs to consider the needs and preferences of young people. For example, offering digital features and services that are easy to use and attractive, as well as loyalty programs that fit their lifestyle. BCA can also consider offering products and services that are specifically designed for young people, such as mobile banking apps and online payment systems.
Recommendation
Based on the analysis above, the following recommendations to increase the number of customers Xpresi Stages:
Strengthening Marketing Strategies
BCA needs to develop a more creative and aggressive marketing campaign, utilize digital platforms, and involve influencers that are relevant to the target market. This can include using social media platforms, creating engaging content, and offering rewards and incentives for customers who open an account.
Increasing Accessibility
Facilitate access to products and services. For example, offering practical online services, establishing a branch office in a strategic location, and providing complete and easy-to-understand information.
Strengthening Relationships with Customers
Building strong relationships with young customers through loyalty programs, events, and social activities that are relevant to their interests. This can include offering rewards and incentives for customers who open an account, hosting events and activities that are relevant to young people, and providing personalized service.
Service Improvement
Providing fast, friendly, and easily accessible services, as well as providing innovative and responsive digital services to the needs of young people. This can include offering mobile banking apps, online payment systems, and other digital services that are easy to use and attractive.
Conclusion
By understanding the factors that influence customer decisions, BCA can develop the right strategy to attract young people and increase the growth of Xpresi stages. The results of this study indicate that an effective marketing strategy is the main key in attracting young people to open the Xpresi stage account. BCA needs to focus on creating engaging content, offering rewards and incentives, and providing personalized service to attract young customers. By implementing these strategies, BCA can increase the number of customers Xpresi Stages and achieve its target number of accounts.
Q: What is the Xpresi stage account, and why is it important for BCA?
A: The Xpresi stage account is a savings product designed by BCA to attract young people and encourage banking habits. It is essential for BCA to understand the factors that influence customer decisions to open the Xpresi stage account, as it can help the bank to develop effective marketing strategies and increase the growth of Xpresi stages.
Q: What are the five factors that influence customer decisions to open the Xpresi stage account?
A: The five factors that influence customer decisions to open the Xpresi stage account are:
- Culture: Understanding the cultural values and trends that apply among the younger generation.
- Social: The influence of social factors, such as family and friends, on customer decisions.
- Personal: The individual characteristics and preferences of customers, such as age, income, and education.
- Psychology: The psychological factors that influence customer decisions, such as motivation, attitude, and perception.
- Perception of Marketing Stimuli: How BCA communicates the product of the Xpresi stage to the target market.
Q: Which factor has the most powerful relationship with customer decisions to open the Xpresi stage account?
A: The factor of Perception of Marketing Stimuli has the most powerful relationship with customer decisions to open the Xpresi stage account, with a correlation coefficient of 0.647. This indicates that 52.5% of customer decisions to open accounts are influenced by the five factors studied.
Q: What is the significance of cultural factors in influencing customer decisions to open the Xpresi stage account?
A: Cultural factors have a significant influence on customer decisions to open the Xpresi stage account. BCA needs to understand the cultural values and trends that apply among the younger generation, as well as how they view banking products.
Q: What is the importance of promotion in influencing customer decisions to open the Xpresi stage account?
A: Promotion is a crucial factor in influencing customer decisions to open the Xpresi stage account. BCA needs to focus on an attractive, innovative, and relevant marketing campaign to the target market.
Q: What are some recommendations to increase the number of customers Xpresi Stages?
A: Some recommendations to increase the number of customers Xpresi Stages include:
- Strengthening marketing strategies: Developing a more creative and aggressive marketing campaign, utilizing digital platforms, and involving influencers that are relevant to the target market.
- Increasing accessibility: Facilitating access to products and services, such as offering practical online services and establishing a branch office in a strategic location.
- Strengthening relationships with customers: Building strong relationships with young customers through loyalty programs, events, and social activities that are relevant to their interests.
- Service improvement: Providing fast, friendly, and easily accessible services, as well as providing innovative and responsive digital services to the needs of young people.
Q: What is the conclusion of the study?
A: The study concludes that an effective marketing strategy is the main key in attracting young people to open the Xpresi stage account. BCA needs to focus on creating engaging content, offering rewards and incentives, and providing personalized service to attract young customers. By implementing these strategies, BCA can increase the number of customers Xpresi Stages and achieve its target number of accounts.