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Satria Tirtayasa
Universitas Muhammadiyah Sumatera Utara
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THE EFFECT OF DIGITAL MARKETING AND BRAND IMAGE ON CUSTOMERS’ DECISIONS TO USE THE KAFALAH PRODUCTIVE FINANCING PRODUCT Haryatmo; Satria Tirtayasa
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22893174

Abstract

This study aims to analyze the effect of Digital Marketing and Brand Image on customers’ decisions to use the Kafalah Productive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, both partially and simultaneously. This study employed a quantitative method with an associative approach based on the positivist philosophy. The research population consisted of 2,389 customers of PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, with a sample of 99 respondents determined using the Slovin formula. Data were collected through questionnaires that had been tested for validity and reliability. Data analysis was conducted using IBM SPSS version 25, including classical assumption tests, coefficient of determination (R²) analysis, t-tests, and F-tests. The results showed that Digital Marketing had a significant effect on customers’ decisions to use the Kafalah Productive Financing product. Furthermore, Brand Image had a significant effect on customers’ decisions to use the Kafalah Productive Financing product. Simultaneously, Digital Marketing and Brand Image significantly affected customers’ decisions to use the Kafalah Productive Financing product. These findings indicate that improving digital marketing strategies, supported by the development of a positive brand image, can be an important factor in increasing customers’ decisions to use the Kafalah Productive Financing product.
THE EFFECT OF BRAND IMAGE AND PERCEIVED SHARIA COMPLIANCE ON CUSTOMER LOYALTY OF ASKRINDO SYARIAH'S KAFALAH CONSUMPTIVE FINANCING PRODUCT Akira Arifin Patiroi; Satria Tirtayasa
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22900798

Abstract

This study aims to examine the effect of Brand Image and Perceived Sharia Compliance on Customer Loyalty among customers using the Kafalah Consumptive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, both partially and simultaneously. This study employed a quantitative method with an associative approach. The study population consisted of 2,389 customers, while the sample was determined using the Slovin formula, resulting in 99 respondents. Data were collected through questionnaires that had been tested for validity and reliability. Data analysis was conducted using IBM SPSS version 25, including classical assumption tests, coefficient of determination (R²) analysis, t-test, and F-test. The results indicate that Brand Image has an effect on Customer Loyalty among customers using the Kafalah Consumptive Financing product. Perceived Sharia Compliance also has an effect on Customer Loyalty, indicating that customers' perceptions of the product's conformity with sharia principles can increase customer loyalty. Furthermore, Brand Image and Perceived Sharia Compliance simultaneously affect Customer Loyalty. Therefore, strengthening a positive brand image and maintaining consistency in the implementation of sharia principles are important factors in increasing and maintaining customer loyalty toward the Kafalah Consumptive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch.
Co-Authors Achmad Puariesthaufani N Afif Ahmad Afandi Ahmad Fadli Ainanur Ainanur Akira Arifin Patiroi Anggita Putri Lubis Anita Mura Islaini Arini Fauziah Beby Nofriza Biasna Br Bancin Cahyani Syafitri Candra Pranata Manihuruk Dian Setyorini Elida Olivia Pangaribuan Elisabet Tambunan Erni Manja Eva Trisna, Fadila Fajar Pasaribu Fajar Pasaribu Fajar Pradipto Utomo Febry Ramadhani Gunawan, Shodhik Ade Haryatmo Hasmanan Khair Hasmanan Khair Hasrudy Tanjung, Hasrudy Hazamanan Khair Hazmanan Kahir Hazmanan Khair Hazmanan Khair Hazmanan Khair, Hazmanan Hermawan, Joko Hery Syahrial Hery Syahrial Imelda andayani Intan Julita Hartati Ira Nadra Irma Nina Fauziah Ritonga Januri Jaroddi Jaroddi Jufrizen Jufrizen Jufrizen Kartaatmaja, R.S. Lailan Safina Hasibuan M Randy Gunawan Maya Sari Maya Sari Mohammad Yusri Muammar Sajali Muhammad Fadli Muhammad Rahmat Muhammad Said Siregar Muhammad Yusron MUIS FAUZI RAMBE Mukmin Mukmin Munadia Istiqamah Myisha Nevianda Myisha Nevianda Tuzzahra Nadia Ika Purnama Nasib Owen De Pinto Simanjuntak Purba, Roberto Roy R.S. Kartaatmaja Ratih Amelia Rhilo Ahadi Rahman Ricky Kurniawan Sabrina, R Sandhi Fialy Harahap Siagian, Hendra Sakti Putra Sugeng Sukoco Suwito Suwito Syafrida Yani Harahap Tohap Parulian Tusakdiah, Halimah Utami Herawati Wilda Tilawatil Aulya Purba Wimpi Siski Pirari Yeni Ardini Daulay Yochi Elanda Yuni Satria Yusri, Mohammad Zakia Fadila