ANALISIS DAMPAK ISLAMIC BRANDING DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN MENABUNG MELALUI ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MEDIASI (Studi Pada Masyarakat di Bandar Lampung)

ELVRI, RANJANI (2026) ANALISIS DAMPAK ISLAMIC BRANDING DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN MENABUNG MELALUI ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MEDIASI (Studi Pada Masyarakat di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan layanan perbankan digital mendorong bank syariah untuk memperkuat identitas merek Islami dan meningkatkan kualitas layanan elektronik guna menarik keputusan menabung masyarakat. Kepercayaan terhadap identitas syariah dan kualitas sistem digital menjadi faktor penting dalam membentuk keputusan nasabah, sementara komunikasi digital melalui Electronic Word of Mouth (E-WoM) juga berpotensi memengaruhi keputusan tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh Islamic Branding dan E-Service Quality terhadap Keputusan Menabung serta menguji peran mediasi Electronic Word of Mouth dalam hubungan tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel non-probability sampling dengan jenis purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 96 responden pengguna aktif layanan mobile banking bank syariah di Kota Bandar Lampung. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares (PLS) dan pengolahan data dilakukan menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa Islamic Branding dan EService Quality berpengaruh positif dan signifikan terhadap Keputusan Menabung. Islamic Branding dan E-Service Quality juga berpengaruh terhadap Electronic Word of Mouth. Electronic Word of Mouth berpengaruh terhadap Keputusan Menabung, namun tidak mampu memediasi pengaruh Islamic Branding dan E-Service Quality terhadap Keputusan Menabung. Hal ini menunjukkan bahwa keputusan menabung lebih dipengaruhi secara langsung oleh kekuatan identitas merek Islami dan kualitas layanan elektronik dibandingkan melalui komunikasi digital. Kata Kunci: Islamic Branding, E-Service Quality, Electronic Word of Mouth, Keputusan Menabung. ABSTRACT The development of digital banking services has encouraged Islamic banks to strengthen their Islamic brand identity and improve the quality of their electronic services in order to attract people to save money. Trust in the Islamic identity and the quality of the digital system are important factors in shaping customer decisions, while digital communication through Electronic Word of Mouth (E-WoM) also has the potential to influence these decisions. This study aims to analyze the influence of Islamic Branding and E-Service Quality on Savings Decisions and to examine the mediating role of Electronic Word of Mouth in this relationship. This study uses a quantitative approach with non-probability sampling techniques through purposive sampling. The number of samples in this study was 96 respondents who were active users of Islamic bank mobile banking services in Bandar Lampung City. The data analysis method used Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach, and data processing was carried out using SmartPLS software. The results show that Islamic Branding and E-Service Quality have a positive and significant effect on the Decision to Save. Islamic Branding and E-Service Quality also affect Electronic Word of Mouth. Electronic Word of Mouth affects the Decision to Save, but it cannot mediate the effect of Islamic Branding and E-Service Quality on the Decision to Save. This indicates that the decision to save is more directly influenced by the strength of Islamic brand identity and eservice quality than through digital communication. Keywords: Islamic Branding, E-Service Quality, Electronic Word of Mouth, Savings Decision.

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