EFEKTIVITAS PROMOSI MEDIA SOSIAL BANK SYARIAH INDONESIA MENGGUNAKAN MODEL AISAS

Yayuk Fitriani, NIM.: 18108020055 (2023) EFEKTIVITAS PROMOSI MEDIA SOSIAL BANK SYARIAH INDONESIA MENGGUNAKAN MODEL AISAS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to measure the effectiveness of social media promotions by Bank Syariah Indonesia (BSI). Measurements were made using the AISAS model. This reSearch is a type of quantitative reSearch with a population of BSI’s social media followers in Indonesia. The sampling technique is purposive sampling. The data collected was 153 respondents followers one of BSI's social media. The analytical method used is Structural Equation Modeling (SEM) which is estimated using SmartPLS 3.29 software. The results of the study show that promotions through social media can affect the Attention, Interest and Search variables. Interests and Searches affect one's Actions to use BSI (Action). Action is proven to have a significant effect on the Share variable. However, the Attention variable has no effect on the Action. These findings offer additional knowledge to companies regarding effective social media promotion strategies in reaching customers.

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