PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP MINAT MENGGUNAKAN LAYANAN BANK SYARIAH INDONESIA MELALUI BRAND IMAGE SEBAGAI INTERVENING (STUDI KASUS GENERASI Z DI PULAU JAWA)

Syahidah Amanina, NIM.: 18108020034 (2022) PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP MINAT MENGGUNAKAN LAYANAN BANK SYARIAH INDONESIA MELALUI BRAND IMAGE SEBAGAI INTERVENING (STUDI KASUS GENERASI Z DI PULAU JAWA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Behavioral changes in the advancement of technology and the high level of internet use have led to a new trend in the digital world, namely the use of social media. Bank Syariah Indonesia must be responsive to this phenomenon, which has used social media as a marketing strategy to provide information so that people are more interested and familiar with their products and services, especially Z-generation who are familiar with the technology. This study aims to determine the interested of the Z-generation in using the services of Bank Syariah Indonesia from the process of evaluating the content, influencer, and brand image. The sampling method in this study used non-probability sampling with a purposive sampling technique. Data was collected by distributing online questionnaires and obtaining from 195 respondents who met the criteria. The analytical method used is SEM based on Partial Least Square (PLS) variant using SmartPLS version 3.0 software. The results of this study indicate that the variables of content marketing and influencers have a positive effect on brand image. Content marketing and brand image variables have a positive effect on interest in using it, while the influencer variable has no effect on interest in using it. This study also proved that a brand image variable could mediate the relationship between content marketing and influencer in the interested of the Z-generation using the services of Bank Syariah Indonesia.

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