Journal of Artificial Intelligence and Digital Business
Vol. 4 No. 2 (2025): Mei - Juli

Analisis Pengaruh Promosi dan Word of Mouth terhadap Minat Mahasiswa Menggunakan Produk Perbankan Syariah

Yolanda, Agnisha (Unknown)
Ramadhani, Raigis Putri (Unknown)
Sendi, Sendi (Unknown)

Article Info

Publish Date
23 May 2025

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.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journal of Artificial Intelligence and Digital Business
Website

Abbrev

RIGGS

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

Description

Journal of Artificial Intelligence and Digital Business (RIGGS) is published by the Department of Digital Business, Universitas Pahlawan Tuanku Tambusai in helping academics, researchers, and practitioners to disseminate their research results. RIGGS is a blind peer-reviewed journal dedicated to ...