THE EFFECT OF WHATSAPP BLAST AND INSTAGRAM ON PUBLIC INTEREST IN FINANCING AT SHARIA BANK

Zuya Leurenza Siagian* -  Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia
Purnama Hidayah Harahap -  Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan
Rizal Ma'aruf Amidy Siregar -  UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan

Abstract


This study aims to analyze the influence of whatsapp blast and instagram on public interest in using islamic bank financing. The background of this study is based on the suboptimal use of whatsapp blast and instagram as digital marketing to attract public interest in using Islamic bank financing products. This study uses a quantitative approach with a survey method. The determination of the number of samples was carried out using the Krejcie and Morgan formula based on the population of the Pulau Rakyat District of 36,281 people, resulting in a sample of 380 respondents. The sampling technique was carried out using the simple random sampling method. Data processing was carried out using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method using the help of SmartPLS software. The results showed that the whatsapp blast variable was positive and significant on interest in using islamic bank products. The digital promotion strategy using whatsapp blast was able to increase public interest in the financing offered. However, the instagram variable did not have a significant effect on interest in using, which indicates that promotional content is not enough to encourage consumer decisions in using islamic bank financing. This finding implies that islamic banks need to strengthen their strategy of increasing visual instagram content and digital interaction with the public.

Keywords


WhatsApp Blast, Instagram, Interest, Islamic Bank

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DOI: https://doi.org/10.24952/bay.v4i2.17850

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