PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN DIGITAL MARKETING TERHADAP MINAT MAHASISWA DALAM MEMILIH BANK SYARIAH (STUDI PADA MAHASISWA PROGRAM STUDI PERBANKAN SYARIAH DI YOGYAKARTA)

Arga Bagas Syahbandar, NIM.: 21108020113 (2025) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN DIGITAL MARKETING TERHADAP MINAT MAHASISWA DALAM MEMILIH BANK SYARIAH (STUDI PADA MAHASISWA PROGRAM STUDI PERBANKAN SYARIAH DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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	Text (PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN DIGITAL MARKETING TERHADAP MINAT MAHASISWA DALAM MEMILIH BANK SYARIAH (STUDI PADA MAHASISWA PROGRAM STUDI PERBANKAN SYARIAH DI YOGYAKARTA)) 21108020113_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (10MB) | Request a copy

Abstract

This study examines the influence of product quality, brand image, and digital marketing on students' interest in choosing Islamic banks in Yogyakarta. The quantitative research method involved 105 Islamic banking students. SEM analysis results indicate that product quality and brand image have a significant positive effect on savings interest, while digital marketing has no significant effect. This study indicates the importance of improving product quality and strengthening brand image to attract students, as well as the need for more educational and effective digital marketing strategies. These findings have implications for developing Islamic bank marketing strategies, particularly for the younger generation as potential customers.

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