SKRIPSI PBS

PENGARUH BRAND IMAGE DAN DIGITAL MARKETING TERHADAP MINAT MASYARAKAT SUKOHARJO MENGGUNAKAN BANK SYARIAH

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ABSTRAC Indonesia is a country where the majority of the population is Muslim. However, the market share of Islamic bank is lower than conventional bank. Digital marketing can be used as a medium for product offerings and promotions to make it easier for consumers to get a variety of products offered by Islamic banks. This can attract consumers’ interests towards products offered and gain positive responses from consumers. This perception formation refers to brand image. A product is characterized through a unique packaging, an attractive logo. With this, brand image can affect the customers’ interests in using a product. This research aims to determine the effect of brand image and digital marketing on the interest of Sukoharjo society in using Islamic bank. The method used in this research is quantitative. The samples used respondents who have not used Islamic bank and domiciled in Sukoharjo with the total of 120 respondents. Data are processed by using IBM SPSS 22. The technique used in this research is multiple linear regression analysis. The research results showed that brand image has a positive and significant effect on the interest of Sukoharjo society in using Islamic bank. This result can be seen from the regression coefficient score as many as 0.564. The t count score (6.797) > t table (1.657) with the significant score of 0.000 < 0.05. The better the brand image of a product brand, then the society will be attracted to use the product brand. Digital marketing has a positive and significant effect on the interest of Sukoharjo society in using Islamic bank. This result can be seen from the regression coefficient score as many as 0.407. The t count score (4.677) > t table (1.657) with the significant score of 0.000 < 0.05. The better the implementation of digital marketing will increase the society’s interest. Keywords: Brand Image, Digital marketing, Interest

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.1 ANI p 23

Penerbit

SUKOHARJO : Perbankan Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 104 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Perbankan Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Anisa Khoirul Khasanah

Versi lain/terkait

Lampiran Berkas

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