ANGGRAINI, DELLA (2025) PENGARUH E-REFERRAL, E-WOM DAN E-SOCIAL MARKETING TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN APLIKASI MOBILE BANKING DI BANK SYARIAH INDONESIA KCP PALEMBANG SUKODADI. Undergraduate Thesis thesis, UIN RADEN FATAH PALEMBANG.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis Pengaruh E-Referral, E-Wom Dan E-Social Marketing Terhadap Keputusan Nasabah Menggunakan Aplikasi Mobile Banking Di Bank Syariah Indonesia Kcp Palembang Sukodadi. Penelitian ini menggunakan metode pendekatan Kuantitatif. Populasi dalam penelitian ini adalah nasabah Bank Syariah Indonesia KCP Palembang Sukodadi dengan jumlah Sampel 93 responden. Teknik pengumpulan data menggunakan primer berupa penyebaran kuesioner dengan menggunakan skala likert. Teknik analisis data pada penelitian ini menggunakan Analisa Outer Model, Analisa Inner Model, Bootsrapping, Koefisien Jalur. Hasil penelitian ini menunjukan bahwa: (1) E-Referral berpengaruh secara signifikan terhadap Keputusan Nasabah Menggunakan Aplikasi Mobile Banking di Bank Syariah Indonesia KCP Palembang Sukodadi, (2) E-Wom berpengaruh secara signifikan terhadap Keputusan Nasabah Menggunakan Aplikasi Mobile Banking di Bank Syariah Indonesia KCP Palembang Sukodadi, (3) E-Social Marketing berpengaruh secara signifikan terhadap Keputusan Nasabah Menggunakan Aplikasi Mobile Banking di Bank Syariah Indonesia KCP Palembang Sukodadi. Kata Kunci: E-Referral, E-Wom, E-Social Marketing, Keputusan ABSTRACT This research aims to analyze the influence of E-Referral, E-Wom and E-Social Marketing on Customer Decisions to Use Mobile Banking Applications at Bank Syariah Indonesia Kcp Palembang Sukodadi. This research uses a quantitative approach method. The population in this study were customers of Bank Syariah Indonesia KCP Palembang Sukodadi with a sample size of 93 respondents. The data collection technique uses primary in the form of distributing questionnaires using a Likert scale. The data analysis technique in this research uses Outer Model Analysis, Inner Model Analysis, Bootstrapping, Path Coefficient. The results of this research show that: (1) E-Referral has a significant influence on Customer Decisions Using the Mobile Banking Application at Bank Syariah Indonesia KCP Palembang Sukodadi, (2) E-Wom has a significant influence on Customer Decisions Using the Mobile Banking Application at Bank Syariah Indonesia KCP Palembang Sukodadi, (3) E-Social Marketing has a significant influence on Customer Decisions to Use Mobile Banking Applications at Bank Syariah Indonesia KCP Palembang Sukodadi. Kata Kunci: Referral, E-Wom, E-Social Marketing, Decision
| Item Type: | Thesis (Undergraduate Thesis) |
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| Uncontrolled Keywords: | Kata Kunci: E-Referral, E-Wom, E-Social Marketing, Keputusan |
| Subjects: | Ekonomi dan Bisnis Islam > Perbankan Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 61206 - Perbankan Syariah (S1) |
| Depositing User: | Della Anggraini 2120603059 |
| Date Deposited: | 21 Jul 2025 08:10 |
| Last Modified: | 21 Jul 2025 08:10 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/48023 |
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