PENGARUH SOCIAL MEDIA MARKETING DAN VIRAL MARKETING TERHADAP PURCHASE INTENTION DALAM MENGGUNAKAN LAYANAN JASA PEMBELIAN BANK SYARIAH DENGAN TRUST SEBAGAI VARIABEL MODERATING (STUDI KASUS PADA GENERASI Z DI DIY)

Annisa’ Rofifah Mardhiyyah, NIM.: 18108020037 (2024) PENGARUH SOCIAL MEDIA MARKETING DAN VIRAL MARKETING TERHADAP PURCHASE INTENTION DALAM MENGGUNAKAN LAYANAN JASA PEMBELIAN BANK SYARIAH DENGAN TRUST SEBAGAI VARIABEL MODERATING (STUDI KASUS PADA GENERASI Z DI DIY). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

With the rapid growth of internet technology and the increase in social media users used by Generation Z, this study discusses the influence of consumer purchase intention (Generation Z) to use Islamic Bank purchasing services in the context of social media marketing, viral marketing, and consumer trust in Islamic Banks. This needs to be considered to conduct effective marketing for Islamic Banks in improving relationships between consumers and achieving company goals on social media platforms. This study uses a conceptual framework using the Theory of Reasoned Action which is then updated to the Theory of Planned Behavior to explain a person's behavior is influenced by their desire to do or not do an action, in this case, buying interest. The population of this study were all Generation Z in Yogyakarta, the sample used in this study were 135 Generation Z respondents in Yogyakarta and sampling using purposive sampling technique. The data analysis technique in this study is using the Smart-PLS Version 3 application. The results of this study indicate that (1) social media marketing has a significant effect on Generation Z's purchase intention, (2) viral marketing has a significant effect on Generation Z's purchase intention. As for the total effect, (3) trust can moderate the relationship between social media marketing and Generation Z's purchase intention but by strengthening the relationship between constructs, (4) trust can moderate the relationship between viral marketing and Generation Z's purchase intention but by weakening the relationship between constructs.

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