THE EFFECT OF THEORY OF PLANNED BEHAVIOR AND CUSTOMER RELATIONSHIP MARKETING ON MUTUAL FUND INVESTMENT INTENTIONS

The study tries to evaluate as well find out the causes of investor intentions when investing their funds in mutual funds. we use a sample from Bank Mandiri on grounds that anomaly value assets and large branches was not able make an entity has highest fund investment portfolio Indonesia. We used total 200 respondents East Java, data processed with structural equation model path analysis approaches. results estimation found Perceived Behavioural Control (PBC), Macro Factors, Subjective Norms, Customer Relationship Marketing (CRM), Trust have significant effect Mutual Fund Investment Intention. tried moderate trust several variables interesting where can be significantly moderated between PBC Intention; moderation Norms CRM this show (CRM) is part marketing strategy satisfy maintain customer loyalty. stimulus satisfaction loyalty, proper impact will further affect This reference for developing implementing right strategy, especially recommending best instruments according needs, provide added felt directly, both by customers Mandiri.