Analisis Pengaruh Social Media Marketing Terhadap Niat Menabung Melalui Brand Image (Studi Pada Bprs Magetan)
Keywords:
Social media marketing, brand image, saving intentions.
Abstract
The purpose of this study was to find how social media marketing influences the saving intentions through the brand image of BPRS Magetan. The population in this research is BPRS Magetan financing customers. This research uses the Structural Equation Model method to measure the influence between the independent variable and the dependent variable. Respondents are BPRS Magetan financing customers who have Instagram accounts. Data were collected using a questionnaire distributed to 103 respondents via Google Form. The results achieved in this research were the discovery of the influence of social media marketing on brand image and brand image on the intention to save. However, it was found that social media marketing had no effect on savings intentions.
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https://doi.org/10.31842/jurnalinobis.v6i2
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Zahara, Zakiya., Rombe, Elimawaty., Ngatimun. & Suharsono, Judi. (2021). The Effect of E-Service Quality, Consumer Trust and Social Media Marketing on Intention to Use Online Transportation Services. International Journal of data and Network Science 5.
http://dx.doi.org/10.5267/j.ijdns.2021.4.001
Wirawati, S.M., Artawati, S.N., Khamaludin., Fahlevi, Mochammad., Novitasari, Dewiana., Adwiyah, Rabiatul., & Juwaini, Ahmad. (2021) The Effect of Social media, Consumer Trust and E-Service Quality on Purchase Intention of Online Transportation Services. Annals of the Romanian Society for Cell Biology, 25(4)
https://www.researchgate.net/publication/351096460_The_Effect_of_Social_Media_Consumer_Trust_and_E-Service_Quality_on_Purchase_Intention_of_Online_Transportation_Services
https://apjii.or.id
https://bprsmagetan.co.id
https://www.bps.go.id
https://ojk.go.id
Ariadi, S. dan Saino. (2014). Pengaruh Media Sosial Twitter Terhadap Loyalitas Merek Indosat M3. Jurnal Ilmu Manajemen, 2.
Aswin, U.R. dan Hidayat, Danny. (2019). Analisis pengaruh Citra Merek, Persepsi Harga, Sikap Merek, Lokasi dan Word of Mouth Terhadap Niat Menonton di Cinema XXI Kota Padang. Andalas Management Review, 3(1).
https://doi.org/10.25077/amar.3.1.115-132.2019
Damayanti, Silvy., Chan, Arianis., dan Barkah, Cecep Safa’atul (2021). Pengaruh Social Media Marketing Teradap Brand Image MyPangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3).
https://doi.org/10.26740/jim.v9n3.p852-862
Harvina, L.G.D., Ellitan, lena., & Lukito, R.S.H. (2022) The Effect of Social media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2).
https://doi.org/10.24123/jeb.v3i2.4801
Idris, N.H., Saleleh, N.A., Ahmad, N, Ismail, S., & Yazid, Z.A. (2017). Determinants of Intention To Use Islamic Banking Products Among Malay Muslim : A Case Study in Johor Bahru. 2nd World Conferenceon Islamic Thought and Civilization, 606-615.
https://ssrn.com/abstract=2849336
Khan, M. S., Saengon, P., Alganad, A. M. N., Chongcharoen, D., & Farrukh, M. (2020). Consumer green behaviour: An approach towards environmental sustainability. Sustainable Development, 28(5), 1168–1180.
https://doi.org/10.1002/sd.2066
Keller, Kevin Lane. (2016). Manajemen Pemasaran (Bob Sabran: Penerjemah). Jakarta: Erlangga.
Kotler, Philip dan Amstrong, Gary. (2012). Dasar-Dasar Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro dan Benyamin Molan. Jakarta: Penerbit Prenhalindo.
Rita, Rita & Ahimsa, Farrel. (2020). Analisis Pengaruh Social Media Terhadap Brand Attitude yang Memiliki Dampak Terhadap Purchase Intention. Jurnal Manajemen Strategik Kewirausahaan, 1(1).
http://dx.doi.org/10.5267/j.ijdns.2022.11.001
Rozikin, A.Z. & Sholekhah, Irmadatus. (2020). Islamic Financial Literacy, Promotion, and Brand Image Towards Saving Intention in Sharia Bank. Iqtishadia, 13(1).
http://dx.doi.org/10.21043/iqtishadia.v13i1.6489
Sari, P.A.P. (2018). Pengaruh Brand Image, Reference Group, dan Religiosity Terhadap Purchase Intention (Mahasiwa) Dalam Menggunakan Jasa Perbankan Syariah Di Wilayah Jakarta Selatan.
http://repository.ibs.ac.id/328/1/Priliadhita%20Ayu%20Permata%20Sari%2C%20MKPS-IBS%2C%202018_jurnal.pdf
Suryani, Tatik. (2013). Perilaku Konsumen di Era Internet. Yogyakarta : Graha Ilmu.
Taan, Hapsawati., Radji, D.L., Rasjid, Herlina. & Indriyani. (2021). Social Media Marketing Untuk Meningkatan Brand Image. Journal of Manajemen & Business, 4(1).
http://dx.doi.org/10.37531/sejaman.v4i1.1268
Thamrin, P.B. & Hasyim, Irsanti. (2023). Pengaruh Word of Mouth dan Personal Selling Terhadap Niat Pakai Melalui Brand Image (Studi Kasus Pada Bank Digital Jenius). Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(2).
https://doi.org/10.31842/jurnalinobis.v6i2
Wedari, C.I.A & Kerti Yasa, N.Y. (2022). The Role of Brand Image to Mediate the Effect of Word of Mouth on the Intention of Using Wicitra Wedding Salon Services in the City of Denpasar. European Journal of Business and Management Research, 7(2).
https://doi.org/10.24018/ejbmr.2022.7.2.1253
Yulfiswandi., Barata, D.D., Ariyanto, H.H., & Pralibdo, Dafi. (2023). Analisis pengaruh Keyakinan Agama, Citra dan Reputasi, Kualitas Layanan dan Pengaruh Sosial Terhadap Niat Menggunakan produk Perbankan Syariah. Jurnal Ekonomi Bisnis, Manajeman dan Akuntansi, 3(3).
https://doi.org/10.47709/jebma.v3i3.3261
Zahara, Zakiya., Rombe, Elimawaty., Ngatimun. & Suharsono, Judi. (2021). The Effect of E-Service Quality, Consumer Trust and Social Media Marketing on Intention to Use Online Transportation Services. International Journal of data and Network Science 5.
http://dx.doi.org/10.5267/j.ijdns.2021.4.001
Wirawati, S.M., Artawati, S.N., Khamaludin., Fahlevi, Mochammad., Novitasari, Dewiana., Adwiyah, Rabiatul., & Juwaini, Ahmad. (2021) The Effect of Social media, Consumer Trust and E-Service Quality on Purchase Intention of Online Transportation Services. Annals of the Romanian Society for Cell Biology, 25(4)
https://www.researchgate.net/publication/351096460_The_Effect_of_Social_Media_Consumer_Trust_and_E-Service_Quality_on_Purchase_Intention_of_Online_Transportation_Services
https://apjii.or.id
https://bprsmagetan.co.id
https://www.bps.go.id
https://ojk.go.id
Published
2024-07-23
Section
Articles
Copyright (c) 2024 Citra Setyoningrum, Yessy Artanti, Sanaji Sanaji
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
