Work

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

Year: 2025

Type: article

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.

Source: RIGGS Journal of Artificial Intelligence and Digital Business

DOI: 10.31004/riggs.v4i2.630

Authors: Agnisha Yolanda, Raigis Putri Ramadhani, Sendi Sendi

Institution: Universitas Islam Negeri Raden Intan Lampung

Language: English

Topic: Islamic Finance and Banking Studies

Subfield: Accounting

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410797192

FWCI: 2.751

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Cited by: 1

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