Hubungan e-Word of Mouth dan Citra Merk dengan Minat Membeli pada Perbankan Syariah di Indonesia

Abstract

The digital era offers many opportunities as well as threats, so every organization must analyze it carefully to improve the company s performance. This study aims to find out the relationship of e-word-of-mouth and brand image to buying interest in the sharia banking industry in Indonesia, which has not adopted many advances in digital technology in its operation. The population in this study is the owner of a conventional bank account. The sampling method used is non probabilistic with convenience technique. The data retrieval technique was done by distributing questionnaires directly and via email with answers using Likert Scale 1-5. Method of data analysis using SEM (Structural Equation Modeling). buying interest, likewise brand image has an effect on buying interest. E word of mouth has the greatest influence on buying interest rather than brand image. Keywords: brand image; e-word-of-mouth; Syariah banking; buying interest, SEM