Pengaruh Strategi Digital Marketing dan Tingkat Bagi Hasl Akad Mudharabah terhadap Minat Nasabah Tabungan Haji Indonesia di Bank Syariah Indonesia Kantor Cabang Pamekasan

Authors

  • Cici’ Insiyah Universitas Al-Amien Prenduan
  • Nur Eka Fitriani Universitas Al-Amien Prenduan

DOI:

https://doi.org/10.30651/jms.v10i2.25973

Abstract

Bank Syariah Indonesia merupakan salah satu Bank Syariah yang mengalami peningkatan setiap tahunnya pada produk tabungan haji. Adapun pemasaran secara digital yang diterapkan oleh BSI mampu menarik minat nasabah. Dan bagi hasil yang yang diberikan oleh BSI dikatakan lebih tinggi daripada bank syariah lainnya yaitu setara 4% dari jumlah tabungan haji. Hal ini tetntunya menjadi daya tarik tersendiri bagi nasabah untuk menabung di BSI Pamekasan. Akan tetapi kurangnya pengetahuan dari para nasabah tentang penerapan digital marketing dan adanya bagi hasil tersebut. Rumusan masalah dalam penelitian ini yaitu, apakah variabel strategi digital marketing dan tingkat bagi hasil akad mudharabah berpengaruh terhadap minat nasabah tabungan haji Indonesia di BSI KC Pamekasan secara simultan dan parsial. Tujuan penelitian adalah untuk menguji dan menganalisis pengaruh variabel strategi digital marketing dan tingkat bagi hasil akad mudharabah terhadap minat nasabah tabungan haji di BSI KC Pamekasan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis regresi linier berganda. Teknik pengambilan sampel yaitu menggunakan jenis probility sampling. Data yang dikumpulkan melalui angket atau koesioner, dengan jumlah 97 responden yaitu para pengguna tabungan haji Indonesia di BSI KC Pamekasan. Hasil penelitian menunjukkan bahwa strategi digital marketing dan tingkat bagi hasil akad mudharabah berpengaruh positif dan signifikan secara parsial dan simultan terhadap minat nasabah tabungan haji Indonesia BSI Kc Pamekasan.

Kata Kunci: Digital Marketing, Bagi Hasil, Tabungan Haji, Minat Nasabah

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Published

2025-03-28

How to Cite

Cici’ Insiyah, & Nur Eka Fitriani. (2025). Pengaruh Strategi Digital Marketing dan Tingkat Bagi Hasl Akad Mudharabah terhadap Minat Nasabah Tabungan Haji Indonesia di Bank Syariah Indonesia Kantor Cabang Pamekasan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(2). https://doi.org/10.30651/jms.v10i2.25973

Issue

Vol. 10 No. 2 (2025)

Section

Artikel

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