How Ethno Marketing Can Determine Consumer Decision to Use Branchless Banking Services

Abstract

Branchless Banking in Indonesia is examined as "an office-less financial services in the context of inclusive finance". This program aims to provide simple, easy-tounderstand financial products and in line with the needs of people who have not yet reached financial services. The target is the citizens who are in an isolated area that every agent must be able to reach them with special approach. One of the most effective way to reach purchase decision is ethno marketing. The aims of this study is to find how ethno marketing could determine consumer decision to use Branchless banking services focuses on consumers in Bandung City. This study is a verificative study which used explanatory survey with total sample size is 100 respondents. The da-ta analysis technique in this study is Structural Equation Modeling. This study reveals that ethno marketing significantly influence consumer decision to use Branchless Banking services because of the consumer decision.