Citation:

Dhania Putri Salsabila, Nina Woelan Soebroto, R. Gunawan Setianegara. "The Effect of Marketing Mix in the Transition of BNI Mobile Banking to Wondr by BNI on Customer Satisfaction in Indonesia" International Research Journal of Economics and Management Studies, Vol. 4, No. 9, pp. 35-45, 2025. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V4I9P104

Abstract:

This study aims to analyze the influence of Marketing Mix (product, price, place, promotion, people, process, and physical evidence) in the transition of BNI Mobile Banking to Wondr by BNI on Customer Satisfaction in Indonesia. This study uses a quantitative approach where primary data is obtained through the distribution of questionnaires. The sample method used is non-probability sampling with a purposive sampling technique on 100 respondents who are users of BNI Mobile Banking and Wondr by BNI. The data analysis model uses the Multiple Linear Regression Model. Meanwhile, the data analysis technique uses the F Statistical Test, t Statistical Test, and the Coefficient of Determination Test (R2). The results of the study indicate that price, place, promotion, people, process, and physical evidence partially have a significant effect on Customer Satisfaction, and Product has no significant effect on Customer Satisfaction.

References:

[1] Ajeng Larasati, D., & Seno Aji, T. (2020). The Effect of Marketing Mix-7P on Customer Satisfaction of Bri Syariah
[2] Malang Branch Office. Journal of Islamic Economics, 2(3), 42-53. http://jurnalmahasiswa.unesa.ac.id/index.php/jei.
[3] Akbar, Y. R., Zain, I., & Nuraini, P. (2019). Analysis of Service Marketing Mix Dimensions as a Measure of Customer
[4] Satisfaction of Islamic Banks in Pekanbaru. Tabarru' Journal: Islamic Banking and Finance, 2(2), 1-15. https://doi.org/10.25299/jtb.2019.vol2(2).4395
[5] Benjamin, R. I. L., & Eliot. (1993). A Framework for Managing IT-Enabled Change. 34(4), 23.
[6] BNI. (2024). Launch of Wondr by BNI Application: Digital Banking Transformation for the Future. PT Bank Negara Indonesia (Persero) Tbk.
[7] BNI. (2025). Launch of Wondr by BNI App: Digital Banking Transformation for the Future. PT Bank Negara Indonesia (Persero) Tbk.
[8] Booms, B. H., & Bitner, M. J. (1981). In Marketing of Services, AMA.
[9] Dahlberg, T., Guo, J., & Ondrus, J. (2015). A critical review of mobile payment research. Electronic Commerce Research and Applications, 14(5), 265–284.
[10] DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9–30.
[11] Fatimah, S., Mukhtar, A., Asmawiyah, A., & Salam, K. (2022). The Effect of Marketing Mix on Gojek User Satisfaction. YUME: Journal of Management, 5(2), 328-344. https://doi.org/10.37531/yume.vxix.34536
[12] Griffin, R. W., & Ebert, R. J. (2013). Business (11th ed., hlm. 243). Pearson Education..
[13] lahi, A. A. A., Serang, S., & Suriyanti. (2023). The Effect of Marketing Mix on Customer Satisfaction at PT Pegadaian Sidrap Branch. SEIKO: Journal of Management & Business, 6(2), 328-338. https://www.journal.stieamkop.ac.id/index.php/seiko/article/view/5599
[14] Kotler, P., & Keller, K. L. (2003). Marketing Management (11th ed., hlm. 674). Prentice Hall.
[15] Kotler, P. and Keller, Kevin L. 2016: Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
[16] Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed). Pearson Education.
[17] Lupiyoadi, R. (2013). Service Marketing Management (3rd Edition). Fourth Edition.
[18] Prayoga, F. P., Soebroto, N. W., & Wahyuni, M. (2023). Terhadap Kepuasan Nasabah Pengguna Bri Mobile ( Brimo ) Kota Semarang. SIMPATIK (Simposium Nasional Perbankan, Akuntansi Dan Keuangan), 116–127.
[19] Putra, P., Muslimin, U., & Ilahi, A. A. A. (2024). Pengaruh Marketing Mix Dan Layanan E-Banking Terhadap Kepuasan Nasabah Pada Pt. Bank Mandiri (Persero) Tbk Kcp Patompo Kota Parepare. Poma Jurnal, 2(1), 47–60. https://doi.org/10.47354/poma.v2i1.997
[20] Putri, I. (2021). Pengaruh Marketing Mix Terhadap Tingkat Kepuasan pelanggan e-commerce Shopee (studi kasus pada mahasiswi di kota- Medan). Galang Tanjung, 2504, 1–9.
[21] Rumastari, R. P., & Sunindyo, A. (2019). ANALISIS PENGARUH KUALITAS PELAYANAN, PRODUK, HARGA, DAN LOKASI TERHADAP KEPUASAN NASABAH (STUDI KASUS PADA PT BANK RAKYAT INDONESIA (PERSERO) Tbk. UNIT NGESREP SEMARANG). Keunis, 7(2), 5. https://doi.org/10.32497/keunis.v7i2.1581
[22] Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and Informatics, 32(1), 129–142.
[23] Triana, E. S., & Wahyuningsih, S. (2024). Marketing Mix Terhadap Kepuasan Nasabah Pada PT. Bank Perekonomian Rakyat Araya Arta. Jurnal E-Bis, 8(1), 410–423. https://doi.org/10.37339/e-bis.v8i1.1488
[24] We Are Social & Hootsuite. (2023). Digital 2023: Indonesia.
[25] World Bank. (2018). The Global Findex Database 2017: Measuring financial inclusion and the fintech revolution. Washington, DC: World Bank Group.
[26] Zeithaml, V. A., & Bitner, M. J. (2000). Services Marketing: Integrating Customer Focus Across the Firm (2nd ed., hlm. 211). McGraw-Hill..
[27] Zhou, T. (2012). Examining mobile banking user adoption from the perspective of trust and flow experience. Information Technology and Management, 13(1), 27–37.

Keywords:

Marketing Mix, Customer Satisfaction, Wondr by BNI.