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Pengaruh Strategi Pemasaran Word of Mouth (WOM) dan Produk Pembiayaan Syariah terhadap Minat dan Keputusan Menjadi Anggota (Nasabah) Pada Baitul Tamwil Muhammadiyah (BTM) Kota Bandar Lampung

"Word of Mouth promotion Strategy is recommended to be more
important and be more effective than other strategy. The objectives of this
research were to identify and to analyze the influence of word of mouth
marketing strategy toward interest of becoming the customer, to identify and
to analyze the influence of syariah funding product toward interest, to find out
the influence of word of mouth marketing strategy toward decision, to find out
the influence of syariah funding product toward decision, and to identify the
influence of interest toward decision.
The data were collected by observation method, interview and
questionnaire. The collected data was analyzed by using analysis instrument
of qualitative descriptive and quantitative. SEM (Structural Equation Model)
analysis was used as analysis technique. SEM analysis in this research used
PLS supported by SmartPLS Software.
Word of mouth original sample has positive and significant influence
toward interest. Word of mouth sample has positive and significant influence
toward decision. The sample of product has positive influence toward
interest with significant influence. Furthermore, the s a m p l e of the
product h a s p o s i t i v e i n f l u e n c e toward decision with no significant
influence. The final sample towards decision proved that there is no significant
influence between interest toward decision"

Availability
#
Local Content REF 658.8343 NUR p
TES15060013
Available but not for loan - No Loan
Detail Information
Series Title
-
Call Number
REF 658.8343 NUR p
Publisher
Bogor : STEI TAZKIA.,
Collation
-
Language
Indonesia
ISBN/ISSN
15060013
Classification
6.588.343
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
SEM
Decision
product
Interest
WOM
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

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