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Abstract: Globalization which characterized by rapid technological developments and information has impact
on the needs of more accessible and transparent banking industries. It has affected entire business world as
suggested by Hammer and Champy (2004), especially concerning aspects of the customer, competition, and
change. The era of transparency has put banks under the microscope lens that public can find out banking
activities information to know the global information. In addition, the transparency also improves people’s
trust in the banking and how banking can build public image. The application of a holistic marketing concept
that includes relationship marketing, integrated marketing, internal marketing, and social responsibility marketing
in the banking industry are expected to increase banking trust and image in Indonesia, especially state banks in
West Java Province.
This study uses the approach of management science with a focus on holistic marketing management. The
study was conducted on banks which provide loan products and the research site is West Java province. The
research used descriptive and verification method. This study will survey 220 people consisting of managers
and customers. Their data is collected using a questionnaire that comes with interviews and observations.
Analyzed by using SEM.
The results show that the holistic marketing which applied appropriately in the banking industry in West Java.
Simultaneously, holistic marketing affect the trust and the banking image. In addition, the trust affects the
company image from the perceptions of managers and customers. The findings of this study showed that
holistic marketing and trust affect the banking image.
Keywords: Holistic Marketing, Relationship Marketing, Integrated Marketing, Social Responsibility Marketing,
Internal Marketing, Trust and Image.
1. INTRODUCTION
The goal of marketing activities is to find the target and better satisfy consumer needs and desires than
competitors (Kotler and Keller, 2009. 189). Public trust in the banking industry is vulnerable toward customer
complaints. It is showed from customer complaints submitted by the Customer Care Division of Badan
Penyehatan Perbankan Nasional, such as, program crash issues which impact for both customers and
banks in the first priorities of source of dissatisfaction (49.37%), disputes of calculation and reconciliation
installment (12.19%), released guarantee claim (8.52%), outstanding loans (5.30%), loan repayment (4.86%),
lending rates reduction which are not in accordance with the agreement (3.87 %), assurance goods/
repossessed auction (1.05%), and third-party funds (1.03%).
Nicolae, et al. (2009) reported that the Increase in average purchasing power and the globalization of
customer wants impose providers a special attention as regards tailoring the offer through a holistic marketing
approach so that via an integrated approach to capitalize on competitive advantages that are granted by the
application of this concept.
Chajka (2013) showed that the introduction of the concept of holistic marketing into university
practice requires a change in the mindset of its employees. Considering the university as a dynamic, multi-
system, which elements have some properties and influence on each other, interact with each other and
with the environment strive to achieve parity.
From the problem background, the researcher is interested in conducting research on “Implementation
of Holistic Marketing to Increase trust and Image on Banking Industry”.
2. METHODS
The object of this study is the entire state banks namely Bank BNI, Bank BRI, Bank BTN, Bank Mandiriand
local governments, including Bank Jabarin West Java province. This study used observations of entire bank
branches (managers) and their customers (including local government banks) located in West Java area,
both cities and districts.
This research used descriptive and verification method. It then using descriptive survey through
distributed questionnaire that the results are tabulated in the frequency distribution and statistical testing
with Structural Equation Modeling analysis (SEM). We then determined 220 respondents based on Bentler
dan Chou (1987, in Kelloway, 1998) sugested as ratio between sample and parameter is 5:1 dan 10:1.
Table 1
List of banks taken as sample
Population Sample
No. Governments Bank Branch/Manager Customer Branch/Manager Customer
1. BNI 116 289.934 116/907 × 220 = 28 289.934/1.753.541 × 220 = 36
2. Bank Mandiri 66 41.284 66/907 × 220 = 16 41.284/1.753.541 × 220 = 5
3. BRI 392 617.927 392/907 × 220 = 95 617.927/1.753.541 × 220 = 78
4. BTN 163 424.738 163/907 × 220 = 40 424.738/1.753.541 × 220 = 53
5. Bank Jabar 170 379.658 170/907 × 220 = 41 379.658/1.753.541 × 220 = 48
Jumlah 907 1.753.541 220 220
3.2 Effect of Holistic Marketing (Relationship marketing, Integrated Marketing and Social
responsibility marketing) toward Trust and Image According To The Customer’s Perspective
Based on the test results it confirmed the hypothesis that relationship marketing and integrated marketing
have significant effect on trust. In addition, the integrated marketing, social responsibility marketing and
trust have significantly affected the image. Thus these variables can be used as a variable of solution as
shown in Figure 1 and 2 below.
119 International Journal of Applied Business and Economic Research
Nunung Ayu Sofiati (Efi)
Figure 1: The Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing and
Social Responsibility Marketing) toward Trust According to the Customer’s Perspective
Equations Model
Trust = 0.411 Relationship Marketing (X1) + 0.423 Integrated Marketing (X2)
– 0.024 Social Responsibility Marketing (X3)
Regression coefficient of latent exogenous variables on the endogenous latent variable that contains
positive values is Relationship marketing (X1) and integrated Marketing (X2). Whereas, the negative value is
Social responsibility marketing (X3).This means that Holistic Marketing (except Social responsibility
marketing) simultaneously increase the company trust with the influence of holistic marketing on the trust
reached 62.1%, while other influences are outside the studied variables by 37.9%., But partially, only
Relationship marketing (X 1) and Integrated Marketing (X2) that can increase trust, whereas Social
responsibility marketing (X3) decrease the trust. This means if Relationship Marketing (X1) is increased by
1 unit, then it will increase the trust (Y1) of 0.411 units. From the Statistical estimation results, it obtained
coefficient of determination of Holistic Marketing (Relationship marketing, Integrated Marketing and
Social responsibility marketing) is R2 = 0.621, therefore
(220 � 3 � 1)0.621
F count � � 117.974
3(1 � 0.621)
Simultaneous testing showed that F value is above the critical value at 0.05 significance level F table =
F[0.05; (3,216)] = 2.646
Equation Model
Image = –0024 + 0.306 Integrated Marketing + 0.105 Social Responsibility marketing
Regression coefficient of latent exogenous variables on the endogenous latent variable has positive
values on integrated Marketing (X2) and Social responsibility marketing (X3) and relationship Marketing
(X1) has negative values. This means Holistic Marketing (except relationship Marketing) simultaneously
increase the company’s image with the effect of holistic marketing to trust at 12.9%, while other influences
Figure 2: Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing and Social
Responsibility Marketing) toward Image According to the Customer’s Perspective
is outside the studied variables (87.1%). It is only partially Social responsibility marketing (X3) and Integrated
Marketing (X2) that improve the image, while Relationship Marketing (X1) will degrade the image. If
Integrated Marketing (X2) increased by 1 unit, it will improve image (Y2) of 0.306 units. Statistical estimation
results obtained that coefficient of determination Holistic Marketing (Relationship marketing, Integrated
Marketing and Social responsibility marketing) reached R2 = 0.129, therefore
(220 � 3 � 1)0.129
F count � � 10.664
3(1 � 0.129)
Simultaneous testing showed that Fvalue is above critical value at 0.05 significance level of F table =
F[0.05; (3,216)] = 2.646.
3.3 Effect of Holistic Marketing (Internal Marketing) Toward Trustand Image According to
the Manager’s Perspective
Hypothesis test results also showed that internal marketing has significant impact on the trust and image,
in addition, the trust was significantly affect the image. Thus these variables can be used as a variable of
solution as shown in Figure 3 and 4 below.
Figure 3: Structural Model of Internal Marketing toward on Trust According to the Manager’s Perspective
Figure 4: Structural Model of Internal Marketing toward on Image According ToThe Manager’s Perspective
Equation Model
Trust = 0.760 Internal Marketing (X4)
Regression coefficient of latent exogenous variables on the endogenous latent variable which has
positive value is Internal Marketing (X4). It means that Internal Marketing will increase the company trust
with the influence of holistic marketing toward the trust (57.7%), while other influences are outside the
studied variables (42.3%). If the Internal Marketing (X4) increased by 1 unit, then it will increase the trust
(Y1) of 0.760 units. The statistical estimation results obtained determination coefficient of R2 = Internal
Marketing 0.577, therefore,
(220 � 1 � 1)(0.577)
F count � � 297.366
1(1 � 0.577)
Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level
F table = F[0.05; (1,218)] = 3.884.
Equation Model
Image = 0.334 Internal Marketing
Regression coefficient of latent exogenous variables on the endogenous latent variable with positive
value is Internal Marketing (X4). It means that Internal Marketing will improve the company image. If the
Internal Marketing (X4) increased by 1 unit, it will improve the image (Y2) by 0.334 units.Internal marketing
have a significant influence on the image which equal to 11.2%, while the influence of other variables
reached 88.8%. Statistical estimation results obtained the coefficient of determination for Internal Marketing
as much as R2 = 0.112, therefore
(220 � 1 � 1)0.112
F count � � 14.883
1(1 � 0.112)
Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level
F table = F[0.05 ; (1,218)] = 3.884.
Equation Model
Image = 0.610 Trust
International Journal of Applied Business and Economic Research 122
Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries
Figure 5: Structural Model of Trust Toward Image According to the Customer’s Perception
Regression coefficient of endogenous latent variables is Trust (Y1) which impacts other endogenous
latent variables of Image (Y2) which resulted positive value. It means that Trust (Y1) will increase company
image (Y2). If Trust (Y1) increased by 1 unit, it will improve image (Y2) by 0.610 units.
Trust in the customer assessment has a significant influence on image (37.2%), while the influence of
other variables reached 62.8%. From the structural model above, it is known that the magnitude of the
standard path coefficient of trust in the image according to the customer perception is 0.610. Statistical
estimation results indicate that the effect of the image the public on trust reach t = 6.098. This value is
above the table critical value = t(0.05; 218) = 1.971 for the 0.05 significance level. This suggests that public trust
has a significant influence on the image.
Figure 6: Structural Model of Trust Toward Image According to the Manager’s Perception
3.6 Effect of Holistic Marketing (Relationship marketing, Integrated Marketing and Social
responsibility marketing) and Trust toward ImageAccording to the Customer’s Perspective
Equation Model
Trust = 0.411 Relationship Marketing + 0.423 Integrated Marketing
– 0.024 Social Responsibility Marketing
Citra = –0.024 Relationship Marketing + 0.306 Integrated Marketing
+ 0.105 Social Responsibility Marketing + 0.610 Kepercayaan
Regression coefficient of latent exogenous variables on the endogenous latent variable has positive
values on integrated Marketing (X2), Social responsibility marketing (X3) and Image (Y1) and relationship
Marketing (X1) has negative values. This means Holistic Marketing (except relationship Marketing)
simultaneously increase the company’s image. It is only partially Social responsibility marketing (X3) and
Integrated Marketing (X2) that improve the image, while Relationship Marketing (X1) will degrade the
image with the effect of holistic marketing and trust to image at 82.2%, while other influences is outside
the studied variables (17.8%). If Integrated Marketing (X2) increased by 1 unit, it will improve image (Y2)
of 0.306 units. Statistical estimation results obtained that coefficient of determination Holistic Marketing
(Relationship marketing, Integrated Marketing and Social responsibility marketing) reached R2 = 0.822,
therefore
(220 � 4 � 1)0.822
F count � � 248.216
4(1 � 0.822)
Simultaneous testing showed that Fvalue is above critical value at 0.05 significance level of F table
= F[0.05; (3,216)] = 2.414.
Figure 7: Structural Model of Holistic Marketing (Relationship Marketing, Integrated Marketing And Social
Responsibility Marketing) and Image Toward Image According to the Customer’s Perspective
3.7 Effect of Holistic Marketing (Internal Marketing) and Trust Toward Image According to
the Manager’s Perspective
Equation Model
Trust = 0.760 Internal Marketing
Image = 0.334 Internal Marketing + 0.619 Trust
Regression coefficient of latent exogenous variables on the endogenous latent variable with positive
value is Internal Marketing (X4) and Trust (Y1). It means that Internal Marketing and Trust (Y1) simultaneously
and partially will improve the company image. If the Internal Marketing (X4) increased by 1 unit, it will
improve the image (Y2) by 0.334 units.
Statistical estimation results obtained the coefficient of determination for Internal Marketing as much
as R = 0.809, therefore
2
(220 � 3 � 1)0.809
Fhitung � � 459.563
3(1 � 0.809)
Simultaneous testing showed that Fvalue is above the critical value at the 0.05 significance level
F table = F[0.05; (3,216)] = 3.037.Internal marketing and trust have a significant influence on the image which
equal to 80.9%, while the influence of other variables reached 19.1%.
4. CONCLUSION
Based on the study results and analysis result, it can be concluded as follows:
1. Holistic Marketing comprising relationship marketing, integrated marketing, social responsibility
marketing and internal marketing that has been well implemented in the banking industry in
West Java, so anything with trust and image have gained appreciation from customers or bank
employees,
Figure 8: Structural Model of Internal Marketing and Trust Toward Image According to the Manager’s Perspective
2. Holistic Marketing includes relationship marketing, integrated marketing and social marketing
responsibility which simultaneously affect the trust in the banking industry in West Java. However,
it only brings partially effects of relationship marketing and integrated marketing on trust in the
banking industry in West Javaaccording to the customer’s perspective. Holistic Marketing include
relationship marketing, integrated marketing and social marketing responsibility which
simultaneously affect the image of the banking company in West Java but partially integrated
marketing and social marketing responsibility that affect the image of the banking company in
West Javaaccording to the customer’s perspective,
3. Holistic Marketing (internal marketing) effect on trust in the banking industry in West
Javaaccording to the manager’s perspective. Holistic Marketing (internal marketing) has effect
on the image of the banking company in West Javaaccording to the manager’s perspective.
4. Trust affects the image of the banking company in West Java according to the customer’s
perspective,
5. Trust affects the banking company’s image in the West Java in terms of the manager’s perspective,
6. Holistic Marketing which includes relationship marketing, integrated marketing and social
responsibility marketing and trust simultaneously affect the image of the banking company in
West Javaaccording to the customer’s perspective. However, integrated marketing, social
responsibility marketing and trust only partially affect the image, (7) Holistic Marketing (internal
marketing) and trust, both partial and simultaneously affect the image of banking company in
West Javaaccording to the manager’s perspective.
ACKNOWLEDGEMENT
This research was supported by Director of Institute of Economic Science Indonesia Membangun (STIE
INABA), Bandung. We thanks to our colleagues lecturer in Study Program of Management Institute of
Economic Science Indonesia Membangun (STIE INABA) who has helped in this research. This research
can be done well, hopefully this research can be useful in developing educuation.
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