Hubungan e-Word of Mouth dan Citra Merk dengan Minat Membeli pada Perbankan Syariah di Indonesia

Haris Kadarisman, Nafiah Ariyani

Abstract


Era digital menawarkan banyak peluang sekaligus ancaman, oleh karenanya setiap organisasi harus menganalisanya dengan cermat untuk meningkatkan kinerja perusahaan. Penelitian ini bertujuan untuk mengetahui hubungan e-word of mouth dan citra merek terhadap minat membeli pada industri perbankan syariah di Indonesia, yang belum banyak mengadopsi kemajuan teknologi digital dalam operasinya. Populasi pada penelitian ini adalah pemilik rekening bank konvensional. Metode sampling yang digunakan adalah non probabilistik dengan teknik convenience. Teknik pengambilan data dilakukan dengan penyebaran kuesioner langsung dan melalui email dengan jawaban menggunakan Skala Likert. Metode analisis data menggunakan SEM (Structural Equation Modelling). Hasil penelitian menunjukan bahwa variabel e-word of mouth berpengaruh terhadap citra merek dan minat membeli, demikian pula citra merek berpengaruh terhadap minat membeli. E-word of mouth berpengaruh paling besar terhadap minat membeli daripada citra merek.


Keywords


citra merek, e-word of mouth, perbankan syariah, minat membeli.

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DOI:

https://doi.org/10.36441/mae.v1i2.84

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