PENGARUH DAYA TARIK IKLAN DAN WORD OF MOUTH TERHADAP MINAT NASABAH DALAM BERINVESTASI EMAS DI BANK SYARIAH INDONESIA DALAM PERSPEKTIF ISLAM (Studi Pada Nasabah Bank Syariah Indonesia KC Bandar Lampung Diponegoro)

AQILLA, YUSTI WARDHANI (2026) PENGARUH DAYA TARIK IKLAN DAN WORD OF MOUTH TERHADAP MINAT NASABAH DALAM BERINVESTASI EMAS DI BANK SYARIAH INDONESIA DALAM PERSPEKTIF ISLAM (Studi Pada Nasabah Bank Syariah Indonesia KC Bandar Lampung Diponegoro). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Pilihan nasabah untuk berinvestasi kerap ditentukan oleh bagaimana informasi mengenai produk tersebut dibangun, ditafsirkan, dan divalidasi dalam ruang sosial. Dalam praktik lembaga keuangan syariah, daya tarik pesan komersial serta legitimasi sosial yang terbentuk melalui rekomendasi memiliki peran penting dalam membentuk niat bertransaksi. Penelitian ini bertujuan menguji pengaruh advertising attractiveness dan word of mouth terhadap minat nasabah berinvestasi emas di Bank Syariah Indonesia (BSI) KC Bandar Lampung Diponegoro, serta menilai praktik tersebut dalam kerangka etika pemasaran syariah. Pendekatan yang digunakan adalah kuantitatif dengan desain asosiatif kausal, melibatkan 96 responden melalui teknik accidental sampling. Seluruh instrumen terbukti valid dan reliabel (Cronbach’s Alpha > 0,93) serta memenuhi asumsi normalitas, tidak menunjukkan gejala multikolinearitas, dan terbebas dari heteroskedastisitas. Hasil regresi menunjukkan bahwa advertising attractiveness berpengaruh positif dan signifikan terhadap minat nasabah (t = 3,885; sig = 0,000), demikian pula word of mouth yang memiliki pengaruh lebih dominan (t = 6,910; sig = 0,000). Secara simultan, kedua variabel signifikan memengaruhi minat berinvestasi (F = 59,914; sig = 0,000), dengan persamaan regresi: Y = 14,359 + 0,338X1 + 0,706X2 Model penelitian memiliki koefisien determinasi sebesar 56,3%, yang menunjukkan bahwa kedua variabel mampu menjelaskan lebih dari separuh variasi minat nasabah. Temuan tersebut selaras dengan Theory of Reasoned Action, di mana sikap dan norma subjektif yang dibentuk oleh kualitas pesan pemasaran dan kredibilitas rekomendasi interpersonal menjadi fondasi terbentuknya intensi berperilaku. Dalam perspektif Islam, praktik promosi tersebut dinilai etis dan sah selama disampaikan secara jujur, proporsional, serta bebas unsur manipulatif. Kata kunci: Daya Tarik Iklan, Word of Mouth, Minat Nasabah, Investasi Emas, Pemasaran Syariah. ABSTRACT Customers' investment choices are often determined by how information about the product is constructed, interpreted, and validated in the social space. In Islamic financial institutions, the attractiveness of commercial messages and the social legitimacy established through recommendations play a crucial role in shaping transaction intentions. This study aims to examine the influence of advertising attractiveness and word of mouth on customer interest in investing in gold at Bank Syariah Indonesia (BSI) Bandar Lampung Diponegoro Branch, and to assess these practices within the framework of Islamic marketing ethics. The approach used was quantitative with a causal associative design, involving 96 respondents through accidental sampling. All instruments were proven valid and reliable (Cronbach's Alpha > 0.93) and met the assumptions of normality, showed no signs of multicollinearity, and were free from heteroscedasticity. The regression results show that advertising attractiveness has a positive and significant effect on customer interest (t = 3.885; sig = 0.000), while word of mouth has a more dominant influence (t = 6.910; sig = 0.000). Simultaneously, both variables significantly influence investment interest (F = 59.914; sig = 0.000), with the regression equation: Y = 14.359 + 0.338X1 + 0.706X2. The research model has a coefficient of determination of 56.3%, indicating that both variables explain more than half of the variation in customer interest. These findings align with the Theory of Reasoned Action, where attitudes and subjective norms formed by the quality of marketing messages and the credibility of interpersonal recommendations form the foundation for behavioral intentions. From an Islamic perspective, these promotional practices are considered ethical and legitimate as long as they are delivered honestly, proportionally, and free from manipulative elements. Keywords: Advertising Attractiveness, Word of Mouth, Customer Interest, Gold Investment, Sharia Marketing

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