Jurnal 8

Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries
Holistic Marketing Implementation to Increase Company Trust and

Image on State Banking Industries
(A Customer Survey on Customers of State Banks in West Java
Province)
Nunung Ayu Sofiati (Efi)1 and Nandan Limakrisna2*
1
Program Studi Manajemen Sekolah Tinggi Ilmu Ekonomi. Indonesia Membangun. Jl. Sukarno Hatta No. 448 Bandung. Indonesia.
2
Universitas Persada Indonesia Y.A.I. Jakarta Indonesia. E-Mail: amarta.nandan@gmail.com
*
Correspondent Author.
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.
117 International Journal of Applied Business and Economic Research

Nunung Ayu Sofiati (Efi)
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
International Journal of Applied Business and Economic Research 118

3. RESULT AND DISCUSSION
3.1 Implementation of Holistic Marketing, Trust and Image

To determine the trend of increased holistic marketing , we use questionnaire scores measured from 220
respondents that the results given in table 2.
Table 2
Percentage Holistic Marketing
Variable Actual Score Maximum Score Percentage (%) Catagories
Relationship Marketing 7077 9900 71.48 Good
Integrated Marketing 18117 25300 71.61 Good
Social responsibility marketing 12242 18700 65.46 Good
Internal Marketing 11417 16500 69,19 Good
Total 48853 70400 69.44 Good
Source: Questionnaire analysis : attachment 1, 2, 3 and 4.
Respondents considers that implementation of holistic marketing in banking industry especially state
banks (including regional banks) in West Java has good category of 69.44% from 100% expected target.That
is mean Holistic Marketing has been applied in banking company whose planning activity with creating,
communicating and delivering of value to customer (Kotler and Keller, 2006:19).
Table 3
Percentage Trust and Image
Variable Actual Score Maximum Score Percentage (%) Catagories
Trust 4597 6600 69.65 Good
Image 8297 12100 68.57 Good
Total 12894 18700 68.95 Good
Source: Questionnaire analysis : attachment 5, 6.
Respondents considers that implementation of the trust level has good category of 69.65% from
100% expected target.And that implementation of the image level has good category of 68.57% from
100% expected target. That is mean Trust is one of the key factors in the relationship marketing especially
in service industries (Zeithaml, V.A., Bitner , M.J., Gremler, D.D, 2009). Trust as “the willingness to rely on
an exchange partner in whom one has trust” (Moorman et al., 1992. 314) . And “when one party has trust
in an exchange of partner’s reliability and integrity”. (Morgan and Hunt, 1994. 20). Finally “trust is composed
of two components of capability and intent or purpose” (Mukhrejee and Nath, 2003. 6).
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.
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)
F table = F[0.05 ; (1,218)] = 3.884.
3.4 Effect of Trust Toward Image According to the Customer Perception
Equation Model
Image = 0.610 Trust
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.
3.5 Effect of Trust Toward Image According to the Manager’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 0.619 units.
Trust in the customer assessment has a significant influence on image (42.7%), while the influence of
other variables reached 57,3%.
From the structural model above, it is known that the magnitude of the standard path coefficient of
trust in the image according to the manager perception is 0.619. Statistical estimation results indicate that
the effect of the image the public on trust reach t = 6.563. 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)
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.
REFERENCES
Bentler, P.M., Chou, C.P., (1987), Practical issues in structural modeling. Sociological Methods and Research 16, 78–117.
Hammer, Michael and James Champy, (2004), Reengineering the Corporation a Manifesto for Business Revolution, Harvard Business,
New York.
Kotler, Philip and Kevin Lane Keller, (2006), Marketing Management, Twelfth Edition, Prentice-Hall, New Jersey.
__________, and Kevin Lane Keller, (2009), Marketing Management, 13 th Edition, Prentice-Hall, New Jersey.
Moorman, Christine, Rohit Despande and Gerald Zaltmant, (1993), Factors Affecting Trust in Market Research Relationships,
Journal of Marketing, January, p. 81-101.
Morgan, Robert M. and Shelby D. Hunt, (1994), The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing,
Juli, p. 23.
Mukherjee, Avinandan and Prithwiraj Nath, (2003), A Model of Trust in Online Relationship Banking, International Journal of
Bank Marketing, Vol. 21, No. 1, p. 5-15.
Zeithaml, V.A, Bitner, M.J, Gremler, D.D, (2009), Services Marketing, 5th Edition, McGraw Hill, Singapore.

Journal
Nicolae, et al., (2009), A Holistic Approach of Relationship Marketing in Launching Luxury New Products Case Study: Research of the
Demand for Housing in Residential Complexes in Oradea, University of Oradea, Rumania.
Chajka, (2013), HolisticMarketing And Its Importance In The Functioning of Universities, Sumy State University, Ukraine.
ATTACHMENT
1. Percentage and total score of Relationship marketing

No. Statement Percentage Total Score
Item
1. Level of customers knowledge for banking product 11.16 790
2. Frequency of Bank provides information about the products and their benefits without 11.21 793
being asked by customers
3. The level of understanding of information or explanation given by the bank to customers 11.19 792
4. The level of customers fulfillment for the banking products and services 11.05 782
5. The level of technology use (electronic banking, ATMs) owned by banks to help customers 11.08 784
in transactions
6. The use of advertising media by the bank to provide information to customers 11.21 793
7. The level of bank ability to create cooperation between the bank and customers 11.18 791
8. The level of effectiveness in monitoring and establish cooperation between bank and 11.22 794
customers
9. Frequency of Bank for measurement of trust and cooperation between the bank and 10.71 758
customers
Total 100 7077
Source: Questionnaire analysis.
2. Percentage and total score of Integrated Marketing

Item
1. The messages interest conveyed by bank through advertising in the mass media 4.35 788
(TV, Radio and Newspapers)
2. The accuracy of advertising media selection on TV, Radio and Newspaper by bank 4.34 786
3. The attractiveness of other promotional mix by bank through brochures, banners and 4.33 784
exhibition
4. The length of the service provided by customers 4.33 783
5. The comfortableness of services provided by bank to customers 4.35 788
6. The difficulty level of bank regulation for banking facilities provided to customers 4.39 794
7. Loan reputation level of credit products offered by banks to customers with collateral 4.38 792
8. Suitability types of loan products offered by banks to customers is matched with customer 4.39 795
needs
Cont. attachment 2

Item
9. The level of variation types of loan products offered by banks to customers 4.50 815
10. The level of administrative costs specified by bank for the maintenance of transactions and 4.37 790
services
11. Methods or means of loan payment specified by bank 4.35 787
12. The interest rates specified by bank 4.34 787
13. Bank office locations 4.38 793
14. The level of easiness of transportation to reach bank locations 4.42 800
15. Hospitality Level of bank employees in serving customers 4.34 787
16. The level of employee’s ability to communicate with customers of banks 4.29 778
17. The level of skills of bank employees serving customers 4.34 787
18. The level of preparation of bank employees to provide information/explanation to 4.33 785
customers
19. The level of capability of bank employee in using technology (computers) 4.36 790
20. The level of interest of the bank office building 4.39 796
21. The level of customer service room inside the bank office building 4.31 780
22. The level of completeness of room facilities at the customer service rom of the bank office 4.34 787
building
23. The level of reliability of the Internet network facilities owned banks 4.12 745
Total 100 18117
3. Percentage and total score Social Responsibility Marketing

Item
1. Frequency of loan product information given by bank to customers 6.00 735
2. Frequency of Bank in assisting customers in transactions process 6.04 739
3. Frequency of Bank of mispromise 5.97 731
4. Frequency of ignoring customers for the sake of other more prospective customers 5.92 725
5. Frequency of Bank give special privileges to specific customers 5.95 728
6. Frequency of Bank does not help customers with rejected loan application 5.24 641
7. Frequency of customers asking for help, but the bank did not help 5.90 722
8. Frequency of bank’s excuses reasoning when promised loan money is not ready to be cashed 5.87 718
9. The level of employees honesty in providing loan transaction services to customers 6.07 743
10. The level of attention to legal certainty of the loan provided to customers 5.89 721
11. The level of employee mastery on banking regulations 5.93 726
12. The level of banks attention on the cleanliness and beauty of the of the bank office room 6.13 751
Cont. attachment 3


Item
13. The level of attention to environmental sustainability at bank area 5.92 725
14. The level of environmental attention around bank area 5.88 721
15. The level of attention to social development around bank area 5.88 720
16. The level of Bank participation in providing employment opportunities in the surrounding 5.69 697
communities
17. The level of bank attention in supporting the communities smooth and well-being 5.75 704
Total 100 12242
4. Percentage and total score of Internal Marketing

Item
1. Department of Marketing conducts research on customer needs 6.61 755
2. Department of Marketing allocate marketing efforts in relation to the achievement of 6.74 769
long-term potential benefit to the target segment
3. Department of Marketing developed a winning offering for each target segment 6.67 761
4. Department of Marketing measuring corporate image and customer trust sustainably 6.78 774
5. Department of Marketing collect and evaluate ideas for new products, improved products 6.64 758
and services that meet customer needs
6. Department of Marketing affect all departments and employees in a company behave as 6.74 770
customer-oriented bases
7. Understanding Senior Management on the marketing concept and purposes 6.58 751
8. Involvement of Senior Management in recruiting service-committed employees to serve 6.73 768
customers best
9. Senior Management provide training to employees of the bank on how to serve customers 6.59 752
10. Senior Management motivate employees to provide best services to customers 6.69 764
11. Department of Research and Development taking the time to meet customers and listen to 6.65 759
their complaints
12. Department of Research and Development involves Marketing Department or other 6.78 774
departments to plan the launch of new products
13. Department of Research and Development do benchmark against competitors’ products 6.70 765
and seek the best solution
14. Department of Research and Development respond to customers’ reactions and suggestions 6.69 764
15. Department of Research and Development improve and innovate products on an ongoing 6.42 733
basis based on market feedback
Total 100 11417

5. Percentage and total score of Trust

Item
1. The level of accuracy of the loan product information conveyed by bank to customers 17.21 791
2. The level of accuracy of bank in submitting report to the customer’s account 16.27 748
3. The level of ability of banks to process customer transactions 16.84 774
4. The level of accuracy of bank to fulfill the promise to customers 16.53 760
5. The level of accuracy of information services delivered to customers 16.68 767
6. The suitability of services provided by bank with customer needs 16.47 757
Total 100 4597
6. Percentage and total score of Image

Item
1. The level of bank ability to produce products/services match with the customer needs 8.94 742
2. The level of bank ability to provide assurance to customers that the products/services will 8.98 745
give benefits and security
3. The level of bank ability to maintain good relations with all customers 9.06 752
4. The level of bank ability to work in a professional and responsible in accordance with 9.24 767
government regulations and policies and customer interests
5. Levels of customers memory to the bank’s name when need loan services of 9.08 753
6. The customer memory toward the loans product characteristics 9.17 761
7. The level of customer understanding toward the loan product 9.15 759
8. The level of loan product interest experienced by customers 9.61 797
9. Frequency of customers in refinancing of the loan product 8.83 733
10. Frequency of customers in convey information to others after getting satisfactory services 8.89 738
11. The level of rejection that impact to move to another bank account 9.04 750
Total 100 8297

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Holistic Marketing Implementation to Increase Company Trust and Image on State Banking Industries

Holistic Marketing Implementation to Increase Company Trust and

117 International Journal of Applied Business and Economic Research

International Journal of Applied Business and Economic Research 118

3. RESULT AND DISCUSSION

3.1 Implementation of Holistic Marketing, Trust and Image

International Journal of Applied Business and Economic Research 120

121 International Journal of Applied Business and Economic Research

3.4 Effect of Trust Toward Image According to the Customer Perception

3.5 Effect of Trust Toward Image According to the Manager’s Perception

123 International Journal of Applied Business and Economic Research

International Journal of Applied Business and Economic Research 124

125 International Journal of Applied Business and Economic Research

International Journal of Applied Business and Economic Research 126

1. Percentage and total score of Relationship marketing

2. Percentage and total score of Integrated Marketing

No. Statement Percentage Total Score

3. Percentage and total score Social Responsibility Marketing

International Journal of Applied Business and Economic Research 128

No. Statement Percentage Total Score

4. Percentage and total score of Internal Marketing

129 International Journal of Applied Business and Economic Research

5. Percentage and total score of Trust

6. Percentage and total score of Image

International Journal of Applied Business and Economic Research 130

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