Analisis Pengaruh Promosi dan Word of Mouth terhadap Minat Mahasiswa Menggunakan Produk Perbankan Syariah

Agnisha Yolanda; Raigis Putri Ramadhani; Sendi Sendi

doi:10.31004/riggs.v4i2.630

Authors

Agnisha Yolanda UIN Raden Intan Lampung
Raigis Putri Ramadhani UIN Raden Intan Lampung
Sendi UIN Raden Intan Lampung

DOI:

https://doi.org/10.31004/riggs.v4i2.630

Keywords:

Promotion, Word of Mounth, Students, Islamic Banking

Abstract

This research explores how advertising and word-of-mouth affect students' interest in Islamic banking. Using a quantitative survey of 120 students and multiple linear regression analysis, the study found that both promotional efforts and word-of-mouth referrals positively and significantly impact student interest. However, word-of-mouth proved to be the more powerful influence. The findings emphasize the value of experiential marketing and peer influence in promoting Islamic banking services to students.

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References

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