Pengaruh Strategi Promosi Melalui Social Media Terhadap Keputusan Peminjaman Kredit Yang Dimoderasi Word Of Mouth Marketing (Studi pada Debitur PT. Bank Rakyat Indonesia Unit Wates Kabupaten Blitar) - Nugroho, Aditya; Suci, Rahayu Puji; Zulkifli, Zulkifli (Widyagama National Conference on Economics and Business (WNCEB), 2022)
Abstrak Â Â Â Â Â Â Â Penelitian ini memiliki tujuan menarik kesimpulan dalam hubungan yang mendasari pengaruh strategi promosi melalui social nedia terhadap keputusan peminjaman kredit yang dimoderasikan oleh word of mouth marketing. Peneliti telah menetapkan obyek penelitian berupa promosi melalui social media (X),Â word of mouth marketing (Z), keputusan peminjaman kredit (Y). peneliti juga telah menetapkan subyek penelitian yaitu Debitur PT. Bank Rakyat Indonesia Unit Wates Kabupaten Blitar. Penarikan sample menggunakan metode Non Probability Sampling yang mengacu pada data primer dengan memanfaatkan olahan data menggunakan metode kuantitatif. Penyebaran kuisionair juga telah peneliti lakukan guna menarik data serta informasi yang dibutuhkan dalam penelitian, hingga akhirnya mendapatkan 50 responden yang bersedia membantu jalannya penelitian. Memanfaatkan jenis penelitian terdahulu yang termuat dalam data sekunder dengan tujuan mendapatkan data yang konkrit. Hasil dari penelitian ini ialah 1) promosi berpengaruh terhadap keputusan peminjaman kredit melalui sosial media. 2) promosi dilakukan melalui sosial media sangat berpengaruh terhadap keputusan peminjaman kredit yang dimoderasikan oleh word of mouth marketing. Kata Kunci : word of mouth marketing, strategi promosi, social mediaAbstractThis study aims to draw conclusions in the relationship that underlies the influence of promotional strategies through social media on credit lending decisions moderated by word of mouth marketing. Researchers have determined the object of research in the form of promotion through social media (X), word of mouth marketing (Z), credit lending decisions (Y). the researcher has also determined the research subject, namely the debtor of PT. Bank Rakyat Indonesia Wates Unit Blitar Regency. Sampling using the Non Probability Sampling method which refers to primary data by utilizing processed data using quantitative methods. The researchers also conducted questionnaires to collect the data and information needed in the research, until finally getting 50 respondents who were willing to help with the research. Utilizing the types of previous research contained in secondary data with the aim of obtaining concrete data. The results of this study are 1) promotion has an effect on credit lending decisions through social media. 2) promotions carried out through social media are very influential on credit lending decisions which are moderated by word of mouth marketing.Keywords: word of mouth marketing, promotion strategy, social media