Pengaruh E-Wom (Electronic Word of Mouth) dan Brand Image Terhadap Keputusan Nasabah Menabung di Bank Syariah Indonesia KC Pemekasan

Authors

  • Novita Sari Universitas Al-Amien Prenduan
  • Rizkia Putri Universitas Al-Amien Prenduan

DOI:

https://doi.org/10.30651/jms.v10i4.27410

Abstract

Penelitian ini dilatarbelakangi oleh pentingnya peran Electronic Word of Mouth (E-WOM) dan Brand Image dalam mempengaruhi keputusan nasabah untuk menabung, khususnya di era digital saat ini. Di tengah persaingan ketat industri perbankan Syariah, Bank Syariah Indonesia (BSI) Kantor Cabang Pemekasan perlu memahami faktor-faktor apa saja yang dapat meningkatkan daya tarik nasabah. E-WOM melalui media sosial dan kekuatan Brand Image dianggap mampu membentuk persepsi, meningkatkan kepercayaan, serta mendorong loyalitas nasabah. Rumusan masalah dalam penelitian ini adalah untuk mengetahui apakah E-WOM dan Brand Image berpengaruh secara parsial maupun simultan terhadap keputusan nasabah menabung di Bank Syariah Indonesia Kantor Cabang Pemekasan. Dengan menelaah pengaruh masing-masing faktor, diharapkan penelitian ini dapat memberikan kontribusi praktis bagi strategi pemasaran BSI ke depan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner. Populasi dalam penelitian ini adalah 367 nasabah BSI KC Pemekasan dengan sampel sebanyak 85 responden yang dipilih menggunakan teknik simple random sampling. Analisis data dilakukan dengan regresi linear berganda menggunakan bantuan software SPSS 25.  Hasil penelitian menunjukkan bahwa E-WOM tidak berpengaruh signifikan terhadap keputusan nasabah menabung, sedangkan Brand Image berpengaruh signifikan. Oleh karena itu, dapat disimpulkan bahwa membangun Brand Image yang kuat lebih penting untuk meningkatkan keputusan nasabah menabung dibandingkan hanya mengandalkan promosi melalui E-WOM

Downloads

Published

2025-07-21

How to Cite

Novita Sari, & Rizkia Putri. (2025). Pengaruh E-Wom (Electronic Word of Mouth) dan Brand Image Terhadap Keputusan Nasabah Menabung di Bank Syariah Indonesia KC Pemekasan. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(4). https://doi.org/10.30651/jms.v10i4.27410

Issue

Vol. 10 No. 4 (2025)

Section

Artikel

License

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.

Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.

Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.

Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:

  • Patent and trademark rights and rights to any process or procedure described in the article.
  • The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
  • The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.