PENGARUH PENDEKATAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PENGGUNAAN PRODUK DAN LAYANAN PADA NASABAH BANK SYARIAH INDONESIA KANTOR CABANG ABDULLAH SILONDAE 2

Aldiyansyah Nurfadli, NIM: 18050102046,, N (2022) PENGARUH PENDEKATAN EXPERIENTIAL MARKETING TERHADAP KEPUTUSAN PENGGUNAAN PRODUK DAN LAYANAN PADA NASABAH BANK SYARIAH INDONESIA KANTOR CABANG ABDULLAH SILONDAE 2. Other thesis, IAIN Kendari.

	Text 1. COVER.pdf Download (3MB)
	Text 2. BAB I.pdf Download (330kB)
	Text 3. BAB II.pdf Download (299kB)
	Text 4. BAB III.pdf Download (512kB)
	Text 5. BAB IV.pdf Download (662kB)
	Text 6. BAB V.pdf Download (227kB)
	Text 7. DAFTAR PUSTAKA.pdf Download (388kB)
	Text 8. LAMPIRAN.pdf Download (1MB)

Abstract

ABSTRAK
Aldiyansyah Nurfadli, NIM: 18050102046, Pengaruh Pendekatan
Experiential Marketing Terhadap Keputusan Penggunaan Produk dan
Layanan pada Nasabah Bank Syariah Indonesia Kantor Cabang
Abdullah Silondae 2. Fakultas Ekonomi dan Bisnis Islam, Institut
Agama Islam Negeri Kendari melalui pembimbing I Bapak Akmal,
ME. dan pembimbing II Bapak Mahfudz, LC., ME.
Experiential marketing adalah metode pemasaran yang didorong
oleh pengalaman. Telah banyak penelitian yang dilakukan mengenai
hal ini, akan tetapi diantara beragam penelitian mengenai experiential
marketing, belum ada penelitian yang membahas secara spesifik
mengenai experiential marketing terhadap keputusan penggunaan
produk dan layanan di perbankan. Penelitian ini bertujuan untuk
melihat dan menguji pengaruh Pendekatan Experiential Marketing
Terhadap Keputusan Penggunaan Produk dan Layanan Pada Nasabah
Bank Syariah Indonesia Kantor Cabang Abdullah Silondae 2.
Penelitian ini menggunakan metode kuantitatif. Sampel diperoleh
sebanyak 96 responden dengan pengambilan sampel menggunakan
teknik Purposive sampling. Sedangkan untuk teknik pengumpulan data
dilakukan dengan menggunakan metode kuesioner dan studi Pustaka.
Data diolah menggunakan software Microsoft Excel dan SmartPLS 4.0.
Dari hasil pengolahan data menunjukkan bahwa variabel Experiential
Marketing berpengaruh secara positif dan signifikan terhadap variabel
Keputusan Penggunaan produk dan layanan pada BSI.
Kata Kunci: Bank Syariah Indonesia, Experiential Marketing,
Keputusan Penggunaan

ABSTRACT
Aldiyansyah Nurfadli, NIM: 18050102046, The Influence of
Experiential Marketing Approach on The Decision to Use Products and
Services in Customers of Bank Syariah Indonesia Abdullah Silondae
Branch Office 2. Faculty of Economics and Islamic Business, Kendari
State Islamic Institute through supervisor I Mr. Akmal, ME. and
supervisor II Mr. Mahfudz, LC., ME.
Experiential marketing is an experience driven marketing
method. There have been many studies conducted on this matter, but
among various studies on experiential marketing, there has been no
research that specifically discusses experiential marketing on decisions
to use products and services in banking. This study aims to see and
examine the effect of the Experiential Marketing Approach on the
Decision to Use Products and Services for Indonesian Sharia Bank
Customers at Abdullah Silondae 2 Branch Office. This study uses
quantitative methods. Samples were obtained as many as 96
respondents with sampling using purposive sampling technique.
Meanwhile, the data collection technique was carried out using
questionnaires and library studies. The data was processed using
Microsoft Excel and SmartPLS 4.0 software. From the results of data
processing, it is shown that the Experiential Marketing variable has a
positive and significant effect on the decision to use products and
services at BSI.
Keywords: Bank Syariah Indonesia, Experiential Marketing, Decision
to Use

Actions (login required)

View Item