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All Journal Iqtisadie: Journal of Islamic Banking and Shariah Economy
Mutmah Inna
Uin Alauddin Makassar
Economics, Econometrics & Finance

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The Digital Marketing dan Brand Image terhadap Keputusan Cicil Emas melalui Persepsi Manfaat Mutmah Inna; Supriadi; Nasrullah Bin Sapa; Ilham Gani; Samsul
IQTISADIE: Journal of Islamic Banking and Shariah Economy Vol. 6 No. 02 (2026): September 2026
Publisher : Program Studi Perbankan Syariah Institut Al-Fithrah (IAF) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36781/iqtisadie.v6i02.1509

Abstract

This study aims to analyze the effect of Digital Marketing and Brand Image on customers’ decisions to use Gold Installment financing, with Perceived usefulness as an intervening variable at BSI KCP Watansoppeng. A quantitative approach was employed using primary data collected through questionnaires distributed to 96 respondents selected by purposive sampling. Data were analyzed using SPSS 27 through multiple linear regression, path analysis, and the Sobel test. The results show that Digital Marketing and Brand Image have positive and significant effects on Customer Decisions. Both variables also have positive and significant effects on Perceived usefulness, while Perceived usefulness has a positive and significant effect on Customer Decisions. The Sobel test indicates that Perceived usefulness significantly mediates the effect of Digital Marketing on Customer Decisions, with a test statistic of 3.005 and a p-value of 0.00265, and the effect of Brand Image on Customer Decisions, with a test statistic of 2.276 and a p-value of 0.0228. These findings indicate that Digital Marketing, Brand Image, and perceived usefulness play important roles in encouraging customers to choose Gold Installment financing.
Co-Authors Ilham Gani Nasrullah Bin Sapa Samsul Samsul Supriadi