Pengaruh Pemanfaatan Teknologi dan Media Sosial sebagai Media Promosi Produk Terhadap Minat Generasi Z pada Bank Muamalat KCP Sumber
DOI:
https://doi.org/10.24260/jkubs.v3i2.3589Keywords:
Technology Utilization, Social Media Marketing, Generation Z InterestAbstract
This study aims to analyze the influence of the use of technology and social media on the interest of generation Z, as well as the influence of the use of technology and social media simultaneously or together on the interest of generation Z in Bank Muamalat KCP Sumber. This study uses a survey method with a quantitative approach. The data sources used include primary and secondary data. The population in this study is generation Z who are customers of Bank Muamalat KCP Sumber from 2017 to 2023 with a total of 7,500 customers. The number of samples taken was 100 respondents, which was determined using the Slovin formula, with purposive sampling techniques. Data were collected through observation, interviews, questionnaires, and documentation. This study used the Likert scale for measurement, and the data was analyzed using the IBM SPSS Statistic 29 application. The results show that the use of technology has a positive and significant influence on the interest of Generation Z in Bank Muamalat KCP Sumber, with a calculated t-value (3.624) greater than the t-table (1.66071) and a significance level of 0.001 which is smaller than 0.05. Social media also has a positive and significant influence on the interest of Generation Z in Bank Muamalat KCP Sumber, with a tcount value (6.746) greater than the t-table (1.66071) and a significance level of 0.001 which is smaller than 0.05. Together, the use of technology and social media has a significant effect on the interest of Generation Z with a contribution of 71.4%, while the remaining 28.6% is influenced by other variables.
References
Agianto, R. (2022). a Pengaruh Interpersonal Skill Pada Social Media Marketing
Instagram Terhadap Keputusan Pembelian Produk Fashion Erigo. Journal
Media Public Relations, 2(1), 14–22. https://doi.org/10.37090/jmp.v2i1.543
Dafiq, B. I., Hidayati, A. N., & Habib, M. A. F. (2022). Pengaruh literasi keuangan,
literasi digital, digital marketing, brand image dan word of mouth terhadap
minat generasi z pada bank syariah. Fair Value: Jurnal Ilmiah Akuntansi Dan
Keuangan, 4(11), 4971–4982. https://doi.org/10.32670/fairvalue.v4i11.1856
Danardono, Reza Fitra Tri Rezaldi, Alifah Mitha Ulzanah, & Muhammad Rayhan
Khafiz. (2023). Optimalisasi Lembaga Keuangan Syariah untuk Memajukan
Industri Teknologi bagi Generasi Z. Jurnal Ilmiah Manajemen Ekonomi Dan
Akuntansi (JIMEA), 1(2), 1–7. https://doi.org/10.62017/jimea.v1i2.207
Dharma Adhinata, F., Putra Rakhmadani, D., Wibowo, M., & Jayadi, A. (2021). A Deep Learning Using DenseNet201. 9(1), 115–121.
Faadilah, I., & Ilham, A. (2024). Prospek Pengembangan Perbankan Syariah di
Indonesia. Transpor, XX(4), 57–61.
Faqih, F. Al. (2020). Pengaruh Kualitas Pelayanan Dan Bagi Hasil Terhadap Minat
Menabung Nasabah Pada Tabungan Marhamah Pt Bank Sumut Kcp Syariah
Karya. Al-Infaq: Jurnal Ekonomi Islam, 11(1), 22.
https://doi.org/10.32507/ajei.v11i1.506
fauzan Habieb. (2022). Pengaruh citra meerek, promosi meia sosisal dan electronic
word of mouth tehadap keputusan pembelian di bank muamalat inonesia
(Studi Kasus pada Nasabah Bank Muamalat di Tangerang Selatan ). In האר ץ
(Issue 8.5.2017).
Fawaid, M. I. (2017). Pengaruh good corporate governance terhadap nilai
perusahaan dengan kinerja keuangan sebagai variabel intervening: Studi
kasus pada perusahaan yang terdaftar di CGPI tahun 2011-2015. Doctoral
Dissertation, Universitas Islam Negeri Maulana Malik Ibrahim.
Lestari, T. A., Sugianto, & Tambunan, K. (2023). Pengaruh Literasi Keuangan
Syariah, Social Media Influence Marketing, dan Layanan Mobile Banking
terhadap Minat Mahasiswa Fakultas Ekonomi dan Bisnis Syariah Unversitas
Islam Negeri Sumatera Utara Menggunakan Produk Bank Syariah Indonesia.
Jurnal Ilmu Komputer, Ekonomi Dan Manajemen (JIKEM), 3(2), 129–138.
https://ummaspul.e-journal.id/JKM/article/download/6143/2878
Liani, D. A., Fikry, M., & J. Hutajulu, M. (2020). Analisa Metode Webqual 4.0 dan
Importance-Performance Analysis (IPA) Pada Kualitas Situs Detik.com. Jurnal
Ilmiah Merpati (Menara Penelitian Akademika Teknologi Informasi), April 2020, 34.
https://doi.org/10.24843/jim.2020.v08.i01.p04
Milda Handayani, M. R. R. (2021). Pengaruh Financial Knowledge, Pendapatan
dan Social influence terhadap Minat Menggunakan Aplikasi Pembayaran
Digital pada Generasi Milenial Islam di Kota Bekasi. Jurnal Ilmiah Ekonomi
Islam, 7(03), 1858–1865. http://jurnal.stieaas.
ac.id/index.php/jiedoi:http://dx.doi.org/10.29040/jiei.v7i3.3620
Muhammad Asprizal, Citra Resita, R. A. (2022). ABSTRAK Penelitian ini bertujuan
untuk mengetahui kebenaran pengaruh media musik. JSPEED, 5, 63–78.
Muhammad Rais, Himmatul Khairi, & Faisal Hidayat. (2023). Pengaruh Teknologi
Digital, Religiusitas, Dan Sosial Media Terhadap Keputusan Generasi Z
Berinvestasi Di Saham Syariah. Maro: Jurnal Ekonomi Syariah Dan Bisnis, 6(2),
–355. https://doi.org/10.31949/maro.v6i2.7178
Pratiwi, D. N., Dewi, F. P., & Ayuningtyas, V. (2022). Financial Technology
(FINTECH): Generasi Z dan Generasi Milenial. Seminar Inovasi Manajemen
Bisnisdan Akuntansi(SIMBA) 4, 4(September), 1–8.
http://prosiding.unipma.ac.id/index.php/SIMBA/article/view/3593
Pujiono, A. (2021). Media Sosial Sebagai Media Pembelajaran Bagi Generasi Z.
Didache: Journal of Christian Education, 2(1), 1.
https://doi.org/10.46445/djce.v2i1.396
Putri, Y., Solihat, A., Rahmayani, R., Iskandar, I., & Trijumansyah, A. (2019).
Strategi meningkatkan Minat Menabung di Bank Syariah melalui Penerapan
Religiusitas. Jurnal Manajemen Dan Bisnis Performa, 16(1), 77–88.
https://doi.org/10.29313/performa.v16i1.4532
Ramdani, D. (2020). Pengaruh Literasi Keuangan, Digital marketing, Brand Image
dan Word of Mouth Terhadap Keputusan Menabung Generasi Z Pada Bank
Syariah. In Seminar Nasional STIE Widya Wiwaha.
Susilawaty, L., & Nicola, N. (2020). Pengaruh layanan perbankan digital pada
kepuasan nasabah perbankan. Jurnal Manajemen Maranatha, 19(2), 179–190.
https://doi.org/10.28932/jmm.v19i2.2478
Suwarsih, N., Gunawan, T., & Istiharini, I. (2021). Pengaruh Media Sosial
Terhadap Citra Merek Dan Niat Beli. Journal of Economic, Bussines and
Accounting (COSTING), 4(2), 712–730.
https://doi.org/10.31539/costing.v4i2.2043
Tartila, M. (2022). Strategi Industri Perbankan Syariah dalam Menghadapi Era
Digital. Jurnal Ilmiah Ekonomi Islam, 8(3), 3310.
https://doi.org/10.29040/jiei.v8i3.6408
Utami, G. R., & Saputri, M. E. (2020). PENGARUH SOCIAL MEDIA MARKETING
TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK
PADA AKUN INSTAGRAM TOKOPEDIA under a Creative Commons
Attribution (CC-BY-NC-SA) 4.0 license CORE View metadata, citation and
similar papers at core.ac.uk provided by Electro. Jurnal Riset Manajemen Dan
Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198.
Wibowo, S. H., Wahyuddin, S., Permana, A. A., Sembiring, S., & ... (2023). Teknologi
Digital Di Era Modern.
https://books.google.com/books?hl=en&lr=&id=j0m5EAAAQBAJ&oi=fnd
&pg=PA101&dq=%22e+learning%22+kepuasan+pengguna+association+rul
e&ots=XsIzb2H3x7&sig=-
rmBBRLKBBs7lb9XxxnJpCmfojs%0Ahttps://repository.bsi.ac.id/repo/files
/355053/download/Buku---Teknologi-Digit
Yuli Sahara Nst, S. M. (2023). Pengaruh Literasi Keuangan, Digital Marketing , Dan
Word Of Mouth Terhadap Minat Generasi Z Menabung Pada Bank Syariah
(Studi Kasus Masyarakat Binjai Kota). Ekonomi Bisnis Manajemen Dan
Akuntansi (EBMA), 4(1), 88–100.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Hilda Aenutaqiah, Diana Djuwita, Aditya Achmad Rakim
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
