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MENINGKATKAN E-WOM DAN KOMITMEN PRODUK MOBILE BANKING MELALUI PEMASARAN MEDIA SOSIAL
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March 8, 2021
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April 6, 2021
Published
April 6, 2021
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Abstract

Saat ini dunia bisnis telah memasuki era digital, salah satunnya adalah bisnis dalam aspek keuangan atau transaksi pembayaran. Banyak produk-produk financial technology diluar bank syariah yang sudah eksis dan banyak diminati masyarakat. Tentu saja hal tersebut menjadi ancaman tersendiri bagi produk-produk financial technology milik perbankan Syariah. Penelitian ini mengusulkan sebuah solusi untuk meningkatkan citra merek dan kesadaran merek serta e-WOM (electronic word of mouth) dan komitmen konsumen produk mobile banking bank syariah melalui aktifitas pemasaran media sosial. Analisis penelitian ini menggunakan metode kuantitatif dengan software AMOS.

Hasil penelitian ini membuktikan bahwa : (1). Aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap citra merek, semakin tinggi aktivitas pemasaran media sosial akan meningkatkan citra merek. (2). Aktivitas pemasaran media sosial berpengaruh positif dan signifikan terhadap kesadaran merek, semakin tinggi aktivitas pemasaran media sosial akan meningkatkan kesadaran merek. (3). Citra merek berpengaruh positif dan signifikan terhadap e-WOM, semakin tinggi citra merek akan meningkatkan sikap menggunakan e-WOM. (4). Kesadaran merek berpengaruh positif dan signifikan terhadap e-WOM, semakin tinggi kesadaran merek akan meningkatkan e-WOM. (5). Citra merek berpengaruh positif dan signifikan terhadap komitmen, semakin tinggi citra merek akan meningkatkan komitmen. (6). Kesadaran merek berpengaruh positif dan signifikan terhadap komitmen, semakin tinggi kesadaran merek akan meningkatkan komitmen.

Keywords

e-WOM Pemasaran media sosial Mobile Banking Bank Syariah

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