PENGARUH SOCIAL MEDIA MARKETING TERHADAP LOYALITAS NASABAH PENGGUNA LAYANAN DIGITAL BANKING SYARIAH: DENGAN MENGGUNAKAN TECHNOLOGY ACCEPTANCE MODEL (TAM)

Andi Suprapto, NIM.: 20108020112 (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP LOYALITAS NASABAH PENGGUNA LAYANAN DIGITAL BANKING SYARIAH: DENGAN MENGGUNAKAN TECHNOLOGY ACCEPTANCE MODEL (TAM). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to assess the role of social media marketing (SMM) efforts in increasing online customer loyalty to the use of Islamic digital banking services in Yogyakarta D.I., and integrate social media marketing components in one construct with TAM model components, perceived usefulness, perceived ease of use and behavioral intentions to understand customer loyalty. Data was collected using an online questionnaire with a sample of 104 respondents, which was distributed through social media. Testing this research using the SEM approach shows the results of social media features (SMF), Electronic word of mouth (EWOM) and Informativeness (INF) have an effect on perceived usefulness and perceived ease of use, but the effect of perceived ease of use on perceived usefulness was not found. Behavioral intention is also strongly influenced by perceived usefulness and ease of use, and behavioral intention has a positive effect on creating customer loyalty. Based on the proposed model, the importance of online marketing through social media has an impact on building customer loyalty in using Islamic digital banking services.

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