PENGEMBANGAN MODEL ATTENTION, INTEREST, DESIRE, ACTION DALAM PENGAMBILAN KEPUTUSAN MENABUNG MENGGUNAKAN FITUR E-MAS BSI MOBILE

Nurul Wahida Hidayat, NIM.: 20208012030 (2023) PENGEMBANGAN MODEL ATTENTION, INTEREST, DESIRE, ACTION DALAM PENGAMBILAN KEPUTUSAN MENABUNG MENGGUNAKAN FITUR E-MAS BSI MOBILE. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Islamic banking gold savings are still classified as a new category. From this new category, a good market share is needed in order to attract every marketer and decide to use the product. It is known that the majority of Indonesia's population is Muslim. This is something that needs to be investigated. This study aims to examine and analyze the effect of the AIDA model Attention, Interest, Desire, Action, as well as the two variables Knowledge and Motivation on Saving Decisions Using BSI Mobile's e-Mas Feature. The total population in this study is unknown but the coverage is all Indonesian people. Then the research sample was 160. Purposive sampling was used as the sample method. In this study, primary data and secondary data are used. Primary information is obtained from responses to surveys given to respondents. Multiple regression analysis was performed on the data using STATA version 14. The results of this study show that attention, action and motivation influence the decision to save using the BSI Mobile e-Mas feature. Meanwhile, Interest, Desire and Knowledge have no effect on the Decision to Save Using the BSI Mobile e-Mas Feature.

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