The effect of online customer reviews and sales promotion on interest in using the allo bank application for k-pop fans in Bandung City
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Published:
Nov 30, 2025
Keywords:
Interest, Online Customer Review, Sales Promotion
Section
Economy
Statistics Article
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Abstract
Allo Bank is a bank with a strong K-pop image and is known to provide many sales promotions, but the Allo Bank application is ranked 10th with the lowest percentage of users among other digital banks. This study aims to ascertain how Bandung K-Pop fans' interest in using the Allo Bank application is influenced by online customer evaluations and sales incentives. This study utilizes quantitative research methods. The study's sample consists of 100 respondents who are K-Pop fans in Bandung and have never used the Allo Bank app. Purposive sampling, also known as non-probability sampling, is the sampling method used in this study. The IBM SPSS statistical software tool was utilized for the analysis of the gathered data. The findings showed that the variables of sales promotion and online customer review had a significant and partly favorable influence on the interest in using the Allo Bank application among K-POP fans in Bandung. Additionally, Bandung's K-Pop fans' interest in utilizing the Allo Bank application was impacted by both sales marketing and online customer reviews at the same time. Online customer reviews are useful because they are considered reliable and include a variety of comments, both positive, negative, and neutral. This provides a comprehensive overview of the Allo Bank app user experience before respondents can decide whether to use it. Future research could explore the inclusion of other influential elements, such as brand ambassadors, e-service quality, and customer experience
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How to Cite
Hasanah, S. U. ., Suparwo, A. ., Drajat, D. Y. . and Handayani, R. D. . (2025) “The effect of online customer reviews and sales promotion on interest in using the allo bank application for k-pop fans in Bandung City”, Jurnal Mantik, 9(3), pp. 880-891. doi: 10.35335/mantik.v9i3.6667.
References
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Silalahi, R. L., & Suparwo, A. (2023). The effect of price perceptions, service quality, and brand image on purchasing decisions on JNE Expedition Services. International Journal of Applied Finance and Business Studies, 11(3), 382–390. https://doi.org/10.53067/ijomral.v2i2.110
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Suparwo, A., & Pratama, A. F. (2021). Pengaruh Advertising Dan Harga Penjualan Paket Umrah Plus Wisata Terhadap Minat Beli. Jurnal Sain Manajemen, Vol.3 No.1(E-ISSN:2685-6972), 21–29.
Aji, M., Nurlenawati, N., Triadinda, D., Studi Manajemen, P., Ekonomi dan Bisnis, F., & Buana Perjuangan Karawang, U. (2023). Pengaruh Online Customer Review Dan Customer Rating Terhadap Minat Beli Produk Fashion di Platform Shopee (Studi Kasus Pada Mahasiswa Manajemen Universitas Buana Perjuangan Karawang). Management Studies and Entrepreneurship Journal, 4(6), 9373–9392.
Al-Haddad, S., Sharabati, A.-A., Harb, L., Husni, A., & Abdelfattah, M. (2022). E-WOM and consumers’ purchase intention: An empirical study on Facebook. Innovative Marketing, 18(3), 149–158.
Alifia, F. T., Wardhani, N. I. K., & Fitriyah, Z. (2022). Pengaruh Persepsi Kemudahan dan Online Customer Review Terhadap Minat Beli Pada Online Store Sociolla. Journal of Education, Humaniora and Social Sciences (JEHSS), 5(2), 909–917. https://doi.org/10.34007/jehss.v5i2.1331
Allo Bank. (2023). Tentang Kami. Allobank.Com.
Amelia, D., Simatupang, N., Sinuraya, B. J., Ekonomi, F., & Prima, U. (2020). Pengaruh Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pt. Jne Cabang Medan. Jurnal Manajemen, 7, 11–24.
Arfiani, & Khoiruddin, A. Y. (2022). Pengaruh Lokasi, Personal Selling, dan Sales Promotion terhadap Minat Masyarakat Menjadi Nasabah di BPRS Bangun Drajat Warga. Journal of Business Management and Islamic Banking, 1(1), 1–16. https://doi.org/10.14421/jbmib.2022.011-01
Auliya, F. Z., & Naiim, J. A. (2021). Pengaruh Online Customer Review, Label Halal, dan Country Of Origin terhadap Minat Beli. Jurnal STIE Semarang, 13(3), 104–115.
Cahya, N., & Desmiza. (2024). Pengaruh Sales Promotion dan Brand Ambassador Terhadap Minat Beli Pada E-Commerce Tokopedia. Journal Of Economic, Business and Accounting, 7(3). https://doi.org/10.5040/9781501365287.2339
Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: A review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311–348.
Ediansyah, K., & Artina, N. (2024). Pengaruh Price, Online Customer Review, Sales Promotion, Dan E-Wom Terhadap Minat Beli Di Tiktok Shop. Publikasi Riset Mahasiswa Manajemen, 5(2), 197–202.
Frans Sudirjo, Arief Yanto Rukmana, Hilarius Wandan, & Muhammad Lukman Hakim. (2023). Pengaruh Kapabilitas Pemasaran, Digital Marketing Dalam Meningkatkan Kinerja Pemasaran UMKM Di Jawa Barat. Jurnal Bisnisman?: Riset Bisnis dan Manajemen, 5(1), 55–69. https://doi.org/10.52005/bisnisman.v5i1.134
Gama, A. W. S., & Astiti, N. P. Y. (Ed.). (2020). Manajemen Pemasaran?: Konsep, Pengembangan dan Aplikasi (1 ed.). CV. Noah Aletheia.
Irzani, N. F. A., Masruroh, A., & Roikhan, M. R. (2022). Efektivitas Nct Dream Sebagai Brand Ambassador Produk Somethinc Dalam Meningkatkan Kepercayaan Konsumen. JKOMDIS?: Jurnal Ilmu Komunikasi Dan Media Sosial, 2(2), 254–259. https://doi.org/10.47233/jkomdis.v2i3.367
Khalida, L. R., Fauji, R., & Maulidina, M. (2022). Pengaruh Brand Ambassador Dan Sales Promotion Terhadap Minat Beli Di Marketplace Shopee. Ekonomi Dan Bisnis, 2(1), 360–374.
Khan, I., & Warraich, U. A. (2021). PROMOTIONAL TOOLS – A CATALYST TO SPEED UP SALES. Journal of Marketing Strategies, 3(2), 38–53. https://doi.org/10.52633/jms.v3i2.68
Koto, F. F., Wahyono, S. A., & Widyaningrum, S. (2024). The Influence of E-Trust, Online Customer Review and E-Service Quality on the Purchase Decision of Products on the SOCO By Sociolla Application. International Journal of Applied and Advanced Multidisciplinary Research (IJAAMR), 2(7), 525–540.
Mawa, S. F., & Cahyadi, I. F. (2021). Pengaruh Harga, Online Customer Review dan Rating Terhadap Minat Beli di Lazada (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Islam IAIN Kudus Angkatan 2017). BISNIS?: Jurnal Bisnis dan Manajemen Islam, 9(2), 253. https://doi.org/10.21043/bisnis.v9i2.11901
Megayani, & Syamsuar, G. (2022). Perbandingan Brand Image Dengan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Manajemen STEI, 05(01), 21–32.
Nurul, U. I., Savitri, C., & Pramudita, F. S. (2023). Pengaruh Online Customer Review Dan Rating Toko Terhadap Minat Pembelian Produk Whitelab Di Marketplace Tokopedia Pada Generasi Y. Management Studies and Entrepreneurship Journal, 4(5), 5743–5755. http://journal.yrpipku.com/index.php/msej
Palit, D. W., Mandey, S. L., & Djemly, W. (2023). Pengaruh Advertising, Personal Selling Dan Sales Promotion Terhadap Minat Beli Konsumen Pada Produk Kosmetik Y.O.U Di Matahari Dept. Store Manado Town Square. Jurnal EMBA?: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(1), 465–476. https://doi.org/10.35794/emba.v11i1.45920
Prasojo, E. (2019). Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image (Studi Pada Mahasiswa Kota Tegal). Journal Competency of Business, 3(1), 14–33. https://doi.org/10.47200/jcob.v3i1.667
Putri, C. A. P., Subagyo, & Widodo, W. (2023). Pengaruh live streaming, online customer review dan cashback promotion terhadap minat beli produk pada fitur TikTok shop. Simposium Manajemen dan Bisnis (SIMANIS), 2, 189–198.
Riyanto, S., & Hatmawan, A. A. (2020). Metode Riset Penelitian Kuantitatif Penelitian Di Bidang Manajemen, Teknik, Pendidikan, dan Eksperimen. In Deepublish (hal. 373).
Silalahi, R. L., & Suparwo, A. (2023). The effect of price perceptions, service quality, and brand image on purchasing decisions on JNE Expedition Services. International Journal of Applied Finance and Business Studies, 11(3), 382–390. https://doi.org/10.53067/ijomral.v2i2.110
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Alfabeta.
Suparwo, A., & Pratama, A. F. (2021). Pengaruh Advertising Dan Harga Penjualan Paket Umrah Plus Wisata Terhadap Minat Beli. Jurnal Sain Manajemen, Vol.3 No.1(E-ISSN:2685-6972), 21–29.
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