Strategies for promoting bancassurance products in West Java: a study of Bank XXX's internal and external factors

https://doi.org/10.35912/jdbm.v1i1.3319
Published: Aug 13, 2025

Abstract:

Purpose: The Theory of Planned Behavior (TPB), a psychological study that aims to comprehend human behavioral tendencies, was applied. This study aims to examine the methods employed by Bank XXX West Java to market assurance products.

Research methodology: To gather quantitative data, questionnaires and descriptive analyses were used to investigate Bank XXX Indonesia's internal strategies, including Segmentation, Targeting, and Positioning (STP), as well as the expanded 7Ps. PESTLE, SWOT, TOWS matrix, and customer analyses were also used for external analysis.

Results: The recommendations of this study emphasize the need for continuous market analysis to improve strategies and explore potential areas for future research in the field. To deepen the understanding of consumer behavior in the banking industry, future studies could focus on the marketing mix and delve into consumer behavior and decision-making processes.

Conclusion: Strategic marketing initiatives aligned with TPB constructs—attitude toward behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness—significantly influence purchase intention and loyalty, highlighting the value of integrating psychological behavior models with marketing frameworks to enhance customer engagement and retention.

Limitations: This research aims to provide theoretical insights into practical applications, valuable industry insights, and opportunities for further exploration of customer behavior in the banking industry.

Implementation: A direct relationship between purchase intention and loyalty was discovered. Customers who were satisfied with Bank XXX West Java had a higher attitude towards behavior, subjective norms, perceived behavioral control, perceived risk, and trustworthiness.

Keywords:
1. Bancassurance
2. Bank XXX
3. Marketing Mix
4. Purchase Intention
5. Sales
6. Strategy
Authors:
1 . Alan Setia Suganda
Institut Teknologi Bandung, Indonesia
2 . Atik Aprianingsih
Institut Teknologi Bandung, Indonesia
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How to Cite
Suganda, A. S. ., & Aprianingsih, A. (2025). Strategies for promoting bancassurance products in West Java: a study of Bank XXX’s internal and external factors. Journal of Digital Business and Marketing, 1(1), 47–63. https://doi.org/10.35912/jdbm.v1i1.3319
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Issue & Section
Vol. 1 No. 1 (2025): February
Articles
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    Utama, F. R. (2023). Sosialisasi Produk-Produk Bank Syariah Sebagai Solusi Riba. Jurnal Nusantara Mengabdi, 3(1), 39-46.

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  2. Ariffin, S., Mohan, T., & Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12. doi:http://dx.doi.org/10.1108/JRIM-11-2017-0100
  3. Ariffin, S., Mohan, T. & Goh, Y.-N (2018). Pengaruh Persepsi Risiko Konsumen terhadap Niat Beli Online Konsumen. Journal of Research Interactive Marketing. 12(3), 309-327. https://doi.org/10.1111/ijcs.13067
  4. Carrington, M. N., BA. (2010). Mengapa Konsumen Etis Tidak Mengikuti Bicara? Menuju Kerangka Kerja untuk Memahami Kesenjangan antara Niat Pembelian Etis dan Perilaku Pembelian Aktual dari Konsumen yang Berpikiran Etis. Jurnal Etika Bisnis, 97 139-158 http://dx.doi.org/10.1007/s10551-010-0501-6.
  5. Dholakia, U., Bagozzi, RP & Gopinath, M. (2007). Bagaimana Merumuskan Rencana Implementasi dan Mengingat Tindakan Masa Lalu Memfasilitasi Pemberlakuan Keputusan yang Berupaya. Jurnal Pengambilan Keputusan Perilaku, 20, 343-364.
  6. Dragos, S., Dragos, CM & Muresan, GM. (2020). Dari Niat Hingga Keputusan Dalam Membeli Asuransi Jiwa dan Pensiun Swasta: Perbedaan Pengaruh Faktor Pengetahuan dan Perilaku. Jurnal Ekonomi Perilaku dan Eksperimental, 87.
  7. Fernando, L., & Surjandari, D. A. (2021). The impact of internal control, cultural control, incentives, and work discipline on employee performance (Case study in PT Lestari Jaya Raya). Annals of Management and Organization Research, 2(3), 209-223 https://doi.org/10.35912/amor.v2i3.929.
  8. Ghorbani, S., & Khanachah, S. N. (2021). Providing a framework for knowledge sharing in knowledge-based organizations according to social capital indicators. Annals of Management and Organization Research, 1(4), 271-284 https://doi.org/10.35912/amor.v1i4.490.
  9. Gollwitzer, P. (1999). Niat Implementasi: Pengaruh Kuat Rencana Sederhana. Amerika Psikolog. 54(7), 493-503. .
  10. Hair, J., Black, W., & Bobin, J. (2006). Analisis Data Multivariate: Uppersaddle River: Pearson Prentice-Hall, Inc.
  11. Hawlader, M. R., Rana, M. M., Kalam, A., & Polas, M. R. H. (2022). Empowering workers’ involvement: Unveiling the dynamics of communication, recognition, productivity, and decision-making in the RMG sector. Journal of Sustainable Tourism and Entrepreneurship, 3(3), 195-215 https://doi.org/10.35912/joste.v3i3.1511.
  12. He, K. e. a. (2022). Menggunakan Kognisi dan Risiko untuk Menjelaskan Kesenjangan Niat-Perilaku pada Produksi Bioenergi: Berdasarkan Metode Regresi Logistik Pembelajaran Mesin. Ekonomi Energi. 108 https://doi.org/10.35912/jomabs.v1i2.1936.
  13. Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran, Edisi keduabelas. Jakarta: Erlangga.
  14. Kusumawati, F. R. (2020). Profitability determinants of five-star hotels in Yogyakarta. Annals of Management and Organization Research, 2(1), 41-52 https://doi.org/10.35912/sakman.v4i2.3966.
  15. Liu, Q., Zhao, Y., & Zheng, J. (2022). The Analysis on the Influence of Customer Satisfaction and Promotional Activities on Consumer Loyalty. Paper presented at the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) http://dx.doi.org/10.2991/aebmr.k.220405.094.
  16. Mu’ammar, Z. (2023). Analisis Minat Masyarakat Terhadap Wisata Religi Di Daerah Istimewa Yogyakarta. Universitas Islam Indonesia.
  17. Neuman, D. (2014). Qualitative research in educational communications and technology: A brief introduction to principles and procedures. Journal of Computing in Higher Education, 26, 69-86 http://dx.doi.org/10.1007/s12528-014-9078-x.
  18. Parela, E. (2022). Pengaruh Pengembangan kompetensi dan Pengembangan Kompetensi terhadap Budaya Kerja Pegawai pada Kantor Kecamatan Semaka Kabupaten Tanggamus. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 6(1), 42-56 https://doi.org/10.54783/ijsoc.v7i1.1419.
  19. Popli, A., & Mishra, S. (2015). Factors of perceived risk affecting online purchase decisions of consumers. Pacific Business Review International, 8(2), 49-58.
  20. Ryu, H.-Y., Shin, D.-S., & Shim, J.-I. (2012). Analysis of efficiency droop in nitride light-emitting diodes by the reduced effective volume of InGaN active material. Applied Physics Letters, 100(13) https://doi.org/10.3390/app9194160.
  21. Sekarang, U., & Bougie, R. (2000). Metode Penelitian untuk Bisnis: Pendekatan Membangun Keterampilan: New York: John Wiley & Sons.
  22. Suharto, S., & Hoti, A. (2023). Relationship Marketing, Customer Experience and Customer Satisfaction: Testing Their Theoretical and Empirical Underpinning. Jurnal Manajemen Bisnis, 14(1), 21-35 http://dx.doi.org/10.18196/mb.v14i1.17805.
  23. Suharto, S., Suyanto, S., & Suwarto, S. (2022). The Influence of Digital Marketing, Customer Experience and Relationship Marketing on Customer Satisfaction. Calitatea Quality Access To Success, 23(121), 282-289.
  24. Syarif, A., & Riza, K. (2022). Pengaruh Kepemimpinan Transformasional, Disiplin Kerja dan Komunikasi Terhadap Kinerja Pegawai pada Dinas Pendidikan Kepulauan Riau. Jurnal Humaniora dan Ilmu Pendidikan, 2(1), 33-41.
  25. Thuy, P., Hong, T., & Trang, L. (2023). A Study on Factors Affecting Intentions to Purchase Life Insurance through Bancassurance Channel in Vietnam. JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES, 06. doi:http://dx.doi.org/10.47191/jefms/v6-i10-37
  26. Umaroh, S., & Barmawi, M. (2021). DeLone and McLean Model of Academic Information System Success. Electrotehnica, Electronica, Automatica, 69, 92-101. doi:http://dx.doi.org/10.46904/eea.21.69.2.1108011
  27. Utama, F. R. (2023). Sosialisasi Produk-Produk Bank Syariah Sebagai Solusi Riba. Jurnal Nusantara Mengabdi, 3(1), 39-46.
  28. Yahya, Y., & Yani, D. A. (2023). Pengaruh Pengembangan Sumber Daya Manusia dan Motivasi Kerja terhadap Kinerja Pegawai pada Kantor Kelurahan Blambangan Umpu Kecamatan Blmbangan Umpu. Jurnal Relevansi: Ekonomi, Manajemen dan Bisnis, 7(1), 47-62.
  29. Zahedi, M., Abbasi, M., & Khanachah, S. N. (2020). Providing a lean and agile supply chain model in project-based organizations. Annals of Management and Organization Research, 1(3), 213-233 https://doi.org/10.35912/amor.v1i3.440.