ABSTRACT
Success or failure in the sales process is determined by marketing activities, thus the role of marketing activities in a company is crucial. Three types of marketing occur in the sales process, namely internal marketing, external marketing, and interactive marketing. Internal marketing connects employees and banks, external marketing is the relationship between customers and banks, and interactive marketing is the relationship between employees and customers. This research aimed to examine the influence of internal marketing, external marketing, and interactive marketing on the decision-making of customers of Bank Mandiri in Bandung. A qualitative research method was implemented with multiple linear regression. Purposive sampling was employed, with the number of respondents reaching 400 people. The results of the study showed that internal marketing, external marketing, and interactive marketing variables have a simultaneous influence on the customer decision variable of 89.4 %.
