How Ethno Marketing Can Determine Consumer Decision to Use Lakupandai Services DR. Lili Adi Bowo, Sony Sasongko, IR.,MM, Asri Sulastri Apriliyani
FPEB UPI, DIM UPI
Abstract
Laku Pandai - Layanan keuangan tanpa kantor dalam rangka keuangan inklusif, Indonesian Government Finansial Inclusion program for Unbanked People and regulated by Otoritas Jasa Keuangan for the provision of banking services or other financial services through cooperation with other parties (bank agents), and suppport the use of information technology facilities. This program aims to provide financial services, to the unbanked people.
In addition, it also launched the economics activities of the community so as to encourage economic growth and equitable development among regions in Indonesia espessially people who live in sub urban area or village. Because the target is the citizens in an isolated area, every agent must be able to reach them with special approach so that they desire to use Laku Pandai services. One of the most effective way to reach purchase decision is ethno marketing framework. Ethno marketing defines as marketing segmentation approach that groups consumers on the basis of ethnicity. ethno marketing starts with recognizing the elements of culture as crucial and essential for driving contemporary marketing strategies.
The aims of this study is to find how ethno marketing could determine consumer decision making process to consume Laku Pandai services in Bandung City. Using cross sectional method, this study uses verificative approach with explanatory survey method. A total of 10 respodent is choosen as the sample size on this study. data analytical methods in this research is Structural Equation Modeling. This study uncovers that ethno marketing significantly influence consumer decision to use Lakupandai services.
