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PENGARUH PROMOSI, KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUASAN NASABAH EASY WADHI’AH PADA BANK SYARIAH INDONESIA DI KCP KUTACANE Ulan Sundari Bangko; Munadiati Munadiati; Muhammad Riza; Fahriansah Fahriansah
Iltizam : Jurnal Ekonomi dan Keuangan Islam Vol. 2 No. 1 (2024): Iltizam : Jurnal Ekonomi dan Keuangan Islam
Publisher : Fakultas Syariah dan Ekonomi Islam Universitas Ibrahimy

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35316/iltizam.v2i1.4862

Abstract

Persaingan produk atau jasa dalam satu pasar semakin banyak dan beragam akibat keterbukaan pasar, sehingga perusahaan dituntut bersaing secara kompetitif dalam hal strategi bisnis untuk mencapai tujuan perusahaan serta memahami apa yang terjadi dipasar dan apa yang menjadi keinginan konsumennya. Hasil penelitian menunjukkan bahwa variabel promosi memiliki pengaruh yang positif signifikan terhadap kepuasan nasabah di BSI KCP Kutacane dalam memilih menabung Easy Wadhi’ah. Dimana perhitungan uji secara parsial diperoleh t hitung sebesar 11,489 dengan nilai signifikan 0,000 < 0,005. Berdasarkan hasil perhitungan 77,4% kepuasan nasabah dipengaruhi oleh promosi, kualitas produk dan pelayanan, berarti 22,6% kupuasan nasabah dalam memilih menabung di BSI KCP Kutacane dipengaruhi oleh variabel-variabel lain yang tidak diteliti dalam penelitian ini.
Financial Inclusion Through E-Wallets: A Besitang Case Study On Promotions, Brand Image And Purchase Behavior Anis Kurlillah; Munadiati Munadiati; Nanda Safarida; Zefri Maulana; Aulia Hafiza
J-EBIS (Jurnal Ekonomi dan Bisnis Islam) Vol, 9 No 2 (2024)
Publisher : IAIN Langsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/j-ebis.v9i2.9897

Abstract

This study explores how e-wallets promote financial inclusion in Besitang, a non-metropolitan Indonesian city. We investigate the influence of features, promotions, and brand image on e-wallet purchasing decisions. A quantitative survey targeting 100 smartphone-owning workers and students was conducted. Analysis revealed that all three factors (features, promotions, and brand image) have a significant positive impact on e-wallet usage (p < 0.05). Together, they explain 80.7% of the variation in purchasing decisions, highlighting their crucial role in e-wallet adoption. These findings emphasize the importance of e-wallet providers implementing innovative features, attractive promotions, and a strong brand image to drive financial inclusion in non-metropolitan areas. The study offers valuable insights for e-wallet companies and opens avenues for further research on e-wallet adoption drivers.
Co-Authors Aulia Hafiza Fahriansah Fahriansah Muhammad Riza Nanda Safarida Ulan Sundari Bangko Zefri Maulana