PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN MENJADI NASABAH BANK SYARIAH MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (STUDI PADA NASABAH BANK UMUM SYARIAH DI KOTA BANDAR LAMPUNG)

RIEZKA, AMALIA (2025) PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN MENJADI NASABAH BANK SYARIAH MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (STUDI PADA NASABAH BANK UMUM SYARIAH DI KOTA BANDAR LAMPUNG). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital mendorong bank umum syariah untuk mengoptimalkan strategi pemasaran berbasis digital dalam upaya meningkatkan jumlah nasabah. Persaingan yang semakin ketat menjadikan Digital Marketing dan Electronic Word Of Mouth sebagai strategi utama yang diharapkan mampu membentuk Brand Image positif serta memengaruhi keputusan masyarakat dalam memilih layanan perbankan syariah. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing dan E-WOM terhadap keputusan menjadi nasabah bank syariah, serta menguji peran mediasi Brand Image pada hubungan tersebut. Penelitian dilakukan pada nasabah bank umum syariah di Kota Bandar Lampung dengan pendekatan kuantitatif dan melibatkan 151 responden yang dipilih menggunakan teknik random sampling. Analisis data dilakukan menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Digital Marketing dan E-WOM berpengaruh signifikan terhadap Brand Image, serta Digital Marketing, E-WOM, dan Brand Image berpengaruh signifikan terhadap keputusan menjadi nasabah. Selain itu, Brand Image terbukti memediasi pengaruh E-WOM terhadap keputusan menjadi nasabah, tetapi tidak memediasi pengaruh Digital Marketing. Temuan ini menegaskan pentingnya penguatan citra merek dan pemanfaatan komunikasi dari mulut ke mulut secara digital guna menarik minat calon nasabah bank umum syariah. ABSTRACT The advancement of digital technology has encouraged Islamic commercial banks to optimize digital-based marketing strategies in an effort to increase the number of customers. The increasingly intense competition has positioned Digital Marketing and Electronic Word Of Mouth (E-WOM) as key strategies expected to build a positive Brand Image and influence the public’s decision in choosing Islamic banking services. This study aims to analyze the effect of Digital Marketing and E-WOM on the decision to become an Islamic bank customer, as well as to examine the mediating role of Brand Image in this relationship. The research was conducted on customers of Islamic commercial banks in Bandar Lampung City using a quantitative approach involving 151 respondents selected through random sampling. Data were analyzed using the Partial Least Squares (PLS) method. The results indicate that Digital Marketing and E-WOM have a significant effect on Brand Image, while Digital Marketing, EWOM, and Brand Image each have a significant effect on the decision to become a customer. Furthermore, Brand Image was found to mediate the effect of E-WOM on the decision to become a customer, but not the effect of Digital Marketing. These findings highlight the importance of strengthening Brand Image and leveraging digital word-of-mouth communication to attract potential customers to Islamic commercial banks.

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