PENGARUH ISLAMIC BRANDING, KUALITAS PELAYANAN DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN NASABAH MENABUNG PADA BANK SYARIAH INDONESIA (KCP TULANG BAWANG BARAT)
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Islamic branding, kualitas layanan, dan pemasaran melalui media sosial terhadap keputusan nasabah dalam menabung di Bank Syariah Indonesia Cabang Tulang Bawang Barat, baik melalui pemberitaan maupun secara langsung. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan analisis regresi linier berganda. Sampel diambil menggunakan teknik purposive sampling dengan jumlah responden sebanyak 100 orang yang merupakan masyarakat Tulang Bawang, khususnya nasabah Bank Syariah Indonesia di wilayah Tulang Bawang Barat dan sekitarnya. Data yang terkumpul kemudian dianalisis menggunakan analisis regresi linier berganda dengan bantuan SPSS 20. Hasil penelitian menunjukkan bahwa kualitas layanan memiliki pengaruh signifikan terhadap keputusan nasabah, demikian pula pemasaran melalui media sosial. Secara keseluruhan, ketiga variabel independen ini berperan penting dalam mempengaruhi variabel dependen.
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