The Digital Marketing dan Brand Image terhadap Keputusan Cicil Emas melalui Persepsi Manfaat
DOI:
https://doi.org/10.36781/iqtisadie.v6i02.1509Keywords:
Digital Marketing, Brand Image, Perceived usefulness, Customer Decision, Gold Installment FinancingAbstract
This study aims to analyze the effect of Digital Marketing and Brand Image on customers’ decisions to use Gold Installment financing, with Perceived usefulness as an intervening variable at BSI KCP Watansoppeng. A quantitative approach was employed using primary data collected through questionnaires distributed to 96 respondents selected by purposive sampling. Data were analyzed using SPSS 27 through multiple linear regression, path analysis, and the Sobel test. The results show that Digital Marketing and Brand Image have positive and significant effects on Customer Decisions. Both variables also have positive and significant effects on Perceived usefulness, while Perceived usefulness has a positive and significant effect on Customer Decisions. The Sobel test indicates that Perceived usefulness significantly mediates the effect of Digital Marketing on Customer Decisions, with a test statistic of 3.005 and a p-value of 0.00265, and the effect of Brand Image on Customer Decisions, with a test statistic of 2.276 and a p-value of 0.0228. These findings indicate that Digital Marketing, Brand Image, and perceived usefulness play important roles in encouraging customers to choose Gold Installment financing.
References
Aji, Asfaq Ubayyu, Yeny Fitriyani, and Achmad Nur Alfianto. “Strategi Brand Image Dalam Meningkatkan Jumlah Nasabah KSPPS Al Husna Cabang Secang.” Adz Dzahab: Jurnal Ekonomi Dan Bisnis Islam 9, no. 1 (2024): 1–12.
Aristina, Naila, Siti Lailatul Badriyah, and Rini Puji Astuti. “Pengaruh Pemasaran Digital Dan Citra Merek Terhadap Minat Nasabah Menggunakan Investasi Emas Pada Bank Syariah Indonesia.” Currency: Jurnal Ekonomi Dan Perbankan Syariah 5, no. 1 (2026): 1161–1171.
Badri, Lailatul, Ridhwan, and Yusuf Zaini Aprizal. “Pengaruh Literasi Keuangan Syariah, Pendapatan Dan Fluktuasi Harga Emas Terhadap Keputusan Investasi Nasabah Cicil Emas BSI KC Jambi Pattimura.” Journal of Islamic Economic and Finance 7, no. 2 (2026): 65–75.
Baharsyah, Muhammad Syahrul Endy, Muh. Asdar, and Nurdjanah Hamid. “Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian Melalui Citra Merek Produk Cicil Emas Pada PT Bank Syariah Indonesia.” JIIP: Jurnal Ilmiah Ilmu Pendidikan 8, no. 5 (2025): 5036–5045.
Cholilah, Aprilinda Ummi, and Peni Haryanti. “Efektivitas Digital Marketing Produk Cicil Emas Pada Bank Syariah Indonesia.” Dalwa Islamic Economic Studies: Jurnal Ekonomi Syariah 3, no. 2 (2024): 84–98. https://doi.org/10.38073/dies.v3i2.1914.
Dash, Ganesh, Kip Kiefer, and Justin Paul. “Marketing to Millennials: Marketing 4.0, Customer Satisfaction and Purchase Intention.” Journal of Business Research 122 (2021): 608–620. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.10.016.
Davis, Fred D. “Perceived usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.” MIS Quarterly 13, no. 3 (1989): 319–340. https://doi.org/10.2307/249008.
Desiana, Lidia, Bunga Mar’atush Shalihah, Fernando Africano, and Asri Dinanti. “The Effect of Perceived usefulness and Perceived Convenience on Customer Decision in Using BSI Mobile.” International Journal of Islamic Finance 02, no. 01 (2024): 81–92.
Junaedi, Edy, and Neneng. “Pengaruh Persepsi Manfaat, Keamanan, Dan Kemudahan Terhadap Minat Nasabah Menggunakan Layanan Mobile banking Pada PT. Bank Syariah Indonesia Di Tangerang.” I-Best: Islamic Banking & Economic Law Studies 2, no. 1 (2023): 13–32.
Maulidia, Farah Esti, Mufti Alam Adha, and Rofiul Wahyudi. “Mediating Role of Brand Image in Digital Marketing and E-Worm on Islamic Bank Customer Decisions.” JPS (Jurnal Perbankan Syariah) 5, no. 2 (2024): 265–285.
Maysarah, Maysarah, Laylan Syafina, and Nurwani Nurwani. “Fluktuasi Harga Emas Mendorong Keputusan Investasi Cicil Emas Nasabah.” Indonesian Journal of Innovation Studies 26, no. 4 (2025): 1–12. https://doi.org/10.21070/ijins.v26i4.1590.
Nadila, Devi, Nur S. Buchori, and Firmansyah. “Pengaruh Product Knowledge Dan Brand Image Terhadap Keputusan Masyarakat Menjadi Nasabah Bank Syariah Indonesia Di Kota Tangerang Selatan Jurnal Ekonomi Dan Perbankan Syariah.” Jurnal Ekonomi Dan Perbankan Syariah 12, no. 2 (2024): 135–154.
Nasrulloh, M., Rafiqi, Arfah, and Ridhwan. “Analisis Pengaruh Kemudahan Penggunaan, Persepsi Manfaat Dan Keamanan Terhadap Nasabah Muara Buliah Menggunakan BSI Mobile.” El-Iqtishady: Jurnal Hukum Ekonomi Syariah 7, no. 2 (2025): 1151–1158.
Nuraini, Intan, Mohammad Elly, and Agustina Pujiastuti. “Pengaruh Kualitas Produk, Harga, Promosi Dan Distribusi Terhadap Keputusan Pembelian Produk Cicil Emas Pada Bank Syariah Indonesia (BSI) KCP Probolinggo.” JUMAD : Journal Management, Accounting, & Digital Business 2 (2024): 761–770. https://doi.org/10.51747/jumad.v2i6.2097.
Prasad, K D V, Debanjan Nag, Ved Srinivas, Shivoham Singh, and Ankita Pathak. “The Influence of Digital Marketing on Consumer Buying Intention in Residential Real Estate in India’s National Capital Region : A Structural Equation Modeling Approach.” Frontiers in Communication 11 (2026): 1849239. https://doi.org/10.3389/fcomm.2026.1849239.
Pratama, Defriansyah. “Pengaruh Persepsi Manfaat, Kemudahan, Dan Kepercayaan Terhadap Penggunaan Mobile banking Pada Nasabah Bank Syariah KC Jambi Patimura Di Kota Jambi.” Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah 11, no. 1 (2026): 524–542.
Purnawan, Muhammad Edhie, and Inda Fresti Puspitasari. “Gold, Uncertainty, Macroeconomy, Inflation Hedging and Safe haven in Indonesia.” Economics Development Analysis Journal 10, no. 2 (2021): 153–161.
Ramadhani, Milania Endah, and Khairunnisa. “Faktor-Faktor Yang Mempengaruhi Keputusan Nasabah Terhadap Pemilihan Produk Cicil Emas Di PT. BSI Cabang Permata Siantar.” Ekonom: Jurnal Ekonomi Dan Bisnis 3, no. 2 (2023): 108–112.
Ruswanda, Vitaloka Ervinayanti, Lilis Fauziah Balgis, and Maya Apriyana. “Pengaruh Literasi Keuangan Syariah Dan Digital Marketing Terhadap Minat Generasi Z Investasi Cicil Emas Di Bank Syariah Indonesia.” JEKIS: Jurnal Ekonomi Islam 3, no. 2 (2025): 14–25.
Sari, Novita, and Riskia Putri. “Pengaruh E-Wom (Electronic Word of Mouth) Dan Brand Image Terhadap Keputusan Nasabah Menabung Di Bank Syariah Indonesia KC Pekasan.” Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah 10, no. 204 (2025): 2718–2727.
Sari, Puput Permata. “Program Investasi Emas Pada Produk BSI Cicil Emas Di Bank Syariah Indonesia Kantor Cabang Universitas Jember.” Al-Aflah 3, no. 1 (2024): 43–50.
Sekarini, Dita Monica, and I Made Sukresna. “Analisis Pengaruh Persepsi Manfaat Dan Citra Merek Terhadap Keputusan Pembelian Melalui Persepsi Nilai Pelanggan Sebagai Intervening (Studi Pada Pengguna E-Toll Card Tahun 2015 Di Kota Semarang).” Diponegoro Journal of Management 5, no. 3 (2016): 1–13.
Tamba, Rousdy Safari, Arief Karimauv, Sulistyo Budi Utomo, Andi Nenie Sri Lestari, and Itto Turyandi. “Pengaruh Citra Merek, Harga Dan Promosi Terhadap Keputusan Pembelian.” Jurnal Ekonomi Dan Manajemen Teknologi (EMT) KITA 8, no. 4 (2024): 1492–1501.
Tarigan, Zeplin Jiwa Husada. “The Influence of Social media marketing on Customer Loyalty Through Perceived usefulness of Streaming Technology, Perceived Enjoyment, and Brand Loyalty.” International Journal of Data and Network Science 8 (2024): 1001–1016. https://doi.org/10.5267/j.ijdns.2023.12.007.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Mutmah Inn, Supriadi, Nasrullah Bin Sapa, Ilham Gani, Samsul
This work is licensed under a Creative Commons Attribution 4.0 International License.
