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All Journal Syarikat : Jurnal Rumpun Ekonomi Syariah
Dila Meita Maulidasari
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Economics, Econometrics & Finance

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Analysis of the Influence of Brand Image and Digital Marketing on the Purchase Decision of Sharia Mutual Fund Bibit in Java, Indonesia Dila Meita Maulidasari; Irmayanti Hasan
Syarikat: Jurnal Rumpun Ekonomi Syariah Vol. 7 No. 1 (2024): Syarikat : Jurnal Rumpun Ekonomi Syariah
Publisher : Program Studi Ekonomi Syariah, Fakultas Agama Islam Universitas Islam Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25299/syarikat.2024.vol7(1).16315

Abstract

Bibit is an application that offers one of the investment instruments, namely mutual funds. The size of the sharia market in Indonesia is utilized by Bibit by providing sharia mutual funds. Sharia mutual funds and conventional mutual funds have differences in management principles, securities investment portfolios, and types of contracts. This study aims to analyze the influence of brand image and digital marketing on the purchase decision of Bibit Sharia Mutual Fund in Java, Indonesia. This type of research is quantitative research with an explanatory research method. The location of this research is in Indonesia, especially on the island of Java. The sample used was 180 respondents. The data collection technique uses primary data such as questionnaires and secondary data. The data analysis technique uses Statistical Product and Service Solutions (SPSS) software version 25. The results of this study show that digital marketing variables have a positive and significant effect on the purchase decision of Bibit sharia mutual funds, brand image and digital marketing variables have a combined effect on the purchase decision of Bibit sharia mutual funds. Meanwhile, the brand image variable has a positive but not significant effect on the decision to purchase Bibit sharia mutual funds. This happens because the products offered cannot satisfy users, do not have clear characteristics and are considered less useful by users, especially for users who live on the island of Java.
Co-Authors Irmayanti Hasan