Abstract:
The research is conducted at main branch office ofPT. BankRiau and aims
to investigate the consumer behaviour in banking industry, to look for reference
group, which has influence on banking consumer's behavioural activity and to
investigate what kind of attributes, those are influential informing brand image at
main branch office ofPT. BankRiau.
Data analy.sis in this research is done by taking Fishbein Model and Linier
Multiple Regression to know influence of consumer behaviour, and then continued
with Fishbein Extended in measuring influence of reference group on that consutner
behaviour and doing attribute effectiveness test with Cohrain Model.
The research result shows that main factor in providing sen'ice, which
influence consumer behaviour is assurance and other factors are responsiveness,
reliability, empathy, and tangibles, while for reference group in deciding to save,
re.spondents are influenced by variable offamily and friend, which trend prefer to
follow family's .suggestion than friend's one. Next, Attribute Ejfectivene.ss Test
shows that main attributes, which forms brand image and influence customer
decision's on saving consist of comfort of M'aiting room, location, security) and
sen'ice, and once those factors identified, re.search object can decide strategy that
give more attention on maintaining main attribute
