Jurnal Ilmiah Bisnis dan Ekonomi Asia
Vol 18 No 2 (2024): Jurnal Ilmiah Bisnis dan Ekonomi Asia

THE EFFECTIVENESS OF DIGITAL MARKETING AND THE CONSISTENCY OF ISLAMIC BRANDING ON CUSTOMER INTEREST IN USING THE BSI MOBILE APPLICATION


Article Info

Publish Date
25 Jun 2024

Abstract

This research aims to assess the impact of Digital Marketing and Islamic Branding on Customer Interest in using the BSI mobile application. Conducted on 100 BSI mobile customers, quantitative research using multiple linear regression and analysis using SPSS 26. Data was collected through questionnaires. The results show that Digital Marketing and Islamic Branding have a positive and significant effect on Customer Interest. The findings confirm that both play an important role in shaping customer interest, with Islamic Branding which includes BSI's positive image in implementing sharia principles, sharia-based products and halal labels providing an overall positive impact. Thus, it can be concluded that the influence of Digital Marketing and Islamic Branding on Customer Interest in using the BSI mobile application has proven to be significant.

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Journal Info
Jurnal Ilmiah Bisnis dan Ekonomi Asia
Website

Abbrev

jibeka

Publisher

Institut Teknologi dan Bisnis Asia Malang

Subject

Economics, Econometrics & Finance

Description

The focus and scope of The Jurnal Ilmiah Bisnis dan Ekonomi Asia are to provide Academic and Scientific writings in the field of Economics, Business, Entrepreneurship, Management, and ...