Perancangan Strategi Pemasaran Galeri Investasi Berdasarkan Faktor-faktor yang Mempengaruhi Intensi Investor untuk Berinvestasi

Hasrini Sari(1*), Muhammad Rifky Adi Pradana(2),

(2) Intitut Teknologi Bandung
(*) Corresponding Author


Investment gallery is a three parties collaboration, between IDX, securities company, and university that aims to increase the number of investors, especially from the civitas academica. However, in the past year, more than 50% Investment galleries failed to meet the growing investor target. Therefore, it is necessary to redesign an investment gallery that is more oriented to the wants and needs of investors and potential investors. through investment galleries and their intention to reinvest. Factors are generated through literature studies and interviews to customers and management of IDX and results in 12 factors. These factors were measured by 32 indicators and tested using an online and offline questionnaire of 193 respondents from 7 best investment galleries in Indonesia. The data obtained is processed by using factor analysis so as to form 5 factors: perceived image, customer experience, benefit, facilities, and response time. These results are then processed to see the relationship of each factor to the intention to re-invest. Based on multiple linear regression analysis, only 4 factors have significant effect, which are perceived image, benefit, facilities, and customer experience. The results of the study were then used to develop an investment gallery marketing strategy.


investment gallery; investment intention; re-investment intention


Astuti, A.; Ginting, P.; Sadalia, I.; Silalahi, A.S. (2018). “The influence of financial education and promotion towards risk perception of students as investors at university investment gallery”. Academic Journal of Economic Studies, Vol. 4 (2), 51 – 60.

Best, R.J. (2012). Market-based Management. New Jersey: Upper Saddle River.

Chandra, A.A. (2016). “Jumlah investor lokal di pasar modal RI paling rendah di Asia Tenggara”, Detik Finance,, diakses tanggal 2 Desember 2018.

Chen, H.G.; Liu, J.Y.C.; Sheu, T.S.; Yang, M.H. (2012) “The impact of financial services quality and fairness on customer satisfaction”. Managing Service Quality, Vol. 22 (4), 399 – 421.

Hair Jr., J.F.; Black, W.C.; Babin, B.J.; Anderson, R.E. (2014). Multivariate Data Analysis (7th ed.). London: Pearson New Internal Edition.

Kotler, P.; Armstrong, G. (2012). Principles of Marketing (14th ed.). New Jersey: Pearson Prentice Hall.

KSEI. (2017). KSEI Terus Upayakan Kemudahaan Pembukaan Rekening Investasi,, diakses tanggal 2 Desember 2018.

LeBlanc, G.; Nguyen, N. (1988). “Customer's perceptions of service quality in financial institutions”. International Journal of Bank Marketing, Vol. 6 (4), 7 – 18.

Lewis, B.R. (1991) “Service quality: An international comparison of bank customer's expectation and perseptions”. Journal of Marketing Management, Vol. 7 (1), 47 – 62.

Malik, A.D. (2017). “Analisa faktor-faktor yang mempengaruhi minat masyarakat berinvestasi di pasar modal syariah melalui bursa galeri investasi UISI”. Jurnal Ekonomi dan Bisnis Islam, Vol. 3 (1), 61 – 84.

Otoritas Jasa Keuangan (OJK). (2017). “OJK announces higher financial literacy and inclusion indices”. Press Release SP/07/DKNS/OJK/I/2017.

Pebrianto, J. (2015). “Pengaruh Tingkat Literasi Keuangan, Pengelolaan Uang Saku dan Pengetahuan Galeri Investasi Terhadap Minat Investasi Pasar Modal Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Malang”. Skripsi, Universitas Negeri Malang.

Pradhana, R.W. (2018). “Pengaruh financial literacy, cognitive bias, dan emotional bias terhadap keputusan investasi (Studi pada investor Galeri Investasi Universitas Negeri Surabaya)”. Jurnal Ilmu Manajemen, Vol. 6 (3), 108 – 117.

Pradikasari, E.; Isbanah, Y. (2018). “Pengaruh financial literacy, illusion of control, overconfidence, risk tolerance, dan risk perception terhadap keputusan investasi pada mahasiswa di Kota Surabaya”. Jurnal Ilmu Manajemen, Vol. 6 (4), 424 – 434.

Rahmayanti, E. (2018). Seberapa besar kekuatan investor lokal di Bursa Efek Indonesia?, diakses tanggal 2 Desember 2018.

Riyadi, A. (2016). Analisis Faktor-Faktor yang Memengaruhi Minat Mahasiswa untuk Berinvestasi di Pasar Modal. Yogyakarta.

Zeithaml, V.A.; Parasuraman, A.; Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: The Free Press.

Zuhri, S.; Andriansyah; Asmadi, D.; Khajar, S. (2016). Analisis loyalitas pelanggan industri jasa pengiriman menggunakan structural equation modeling. JITI, Vol. 15 (2), 101 – 108.

Article Metrics

Abstract view(s): 1938 time(s)
PDF (Bahasa Indonesia): 2260 time(s)


  • There are currently no refbacks.