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Analisis Pengaruh Model Aisas (ATTENTION, INTEREST, SEARCH, ACTION & SHARE) Terhadap Tingkat Literasi Keuangan Syariah (STUDI KASUS FOLLOWERS INSTAGRAM PERBANKAN SYARIAH)

The Financial Services Authority (OJK) states that one of the root causes of the
slow growth in the market share of Islamic banking is due to the weak literacy of
Indonesian people towards sharia finance. Based on a 2016 National Literacy
and Financial Inclusion survey involving 9,680 research respondents from 34
provinces in 64 cities / districts. shows that the national Islamic financial literacy
rate is 8.11 percent. While on the other hand, there has been an increase in
internet usage among Indonesian people. The research aims to find out how the
AISAS model which consists of Attention, Interest, Search, Action and Share
affects the level of literacy of Islamic banking in followers of Islamic banking in
Indonesia. Research consists of three stages namely literature study. Then a field
study was conducted by distributing questionnaires to 183 respondents. The
analysis method used is Structural Equation Modeling (SEM) using AMOS
software. The results show that (1) Attention variable has a significant and
positive effect on the dependent variable, namely interest. (2) Interest variables
have a significant and positive effect on the dependent variable, namely search.
(3) The search variable has a significant and positive effect on the dependent
variable, namely action. (4) The action variable has a significant and positive
effect on the dependent variable, which is share. (5) The search variable has a
significant and positive effect on the dependent variable, namely Sharia Banking
Literacy. (6) The action variable has a significant and positive effect on the
dependent variable, namely Sharia Banking Literacy. (7) The share variable does
not have a significant effect even though it has a positive value on the dependent
variable, namely Sharia Banking Literacy

Availability
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Local Content REF 2X6.32 ISK a
TES17100036
Available but not for loan - No Loan
Detail Information
Series Title
-
Call Number
REF 2X6.32 ISK a
Publisher
Bogor : IAI Tazia.,
Collation
-
Language
Indonesia
ISBN/ISSN
17100036
Classification
2X6.32
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Instagram
AISAS Model
Literacy and Islamic Banking Literacy
Specific Detail Info
-
Statement of Responsibility
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