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All Journal Journal of Artificial Intelligence and Digital Business
Ramadhani, Raigis Putri
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Analisis Pengaruh Promosi dan Word of Mouth terhadap Minat Mahasiswa Menggunakan Produk Perbankan Syariah Yolanda, Agnisha; Ramadhani, Raigis Putri; Sendi, Sendi
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.630

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.
Co-Authors Sendi Sendi Yolanda, Agnisha