The Digital Marketing dan Brand Image terhadap Keputusan Cicil Emas melalui Persepsi Manfaat

Mutmah Inna (Uin Alauddin Makassar)
Supriadi (Universitas Islam Negeri Alauddin Makassar)
Nasrullah Bin Sapa (Universitas Islam Negeri Alauddin Makassar)
Ilham Gani (Universitas Islam Negeri Alauddin Makassar)
Samsul (Universitas Islam Negeri Alauddin Makassar)

Iqtisadie: Journal of Islamic Banking and Shariah Economy
Vol. 6 No. 02 (2026): September 2026

This study aims to analyze the effect of Digital Marketing and Brand Image on customers’ decisions to use Gold Installment financing, with Perceived usefulness as an intervening variable at BSI KCP Watansoppeng. A quantitative approach was employed using primary data collected through questionnaires distributed to 96 respondents selected by purposive sampling. Data were analyzed using SPSS 27 through multiple linear regression, path analysis, and the Sobel test. The results show that Digital Marketing and Brand Image have positive and significant effects on Customer Decisions. Both variables also have positive and significant effects on Perceived usefulness, while Perceived usefulness has a positive and significant effect on Customer Decisions. The Sobel test indicates that Perceived usefulness significantly mediates the effect of Digital Marketing on Customer Decisions, with a test statistic of 3.005 and a p-value of 0.00265, and the effect of Brand Image on Customer Decisions, with a test statistic of 2.276 and a p-value of 0.0228. These findings indicate that Digital Marketing, Brand Image, and perceived usefulness play important roles in encouraging customers to choose Gold Installment financing.