PENGARUH ELEKTRONIC WORD OF MOUTH DAN PEMASARAN MEDIA SOSIAL TERHADAP MINAT MENJADI NASABAH DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PT BANK MUAMALAT

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (eWOM) and Social Media Marketing on the Interest in Becoming a Customer with Brand Image as an intervening variable at PT Bank Muamalat KCP Iskandarmuda. This research uses a quantitative approach with an associative type. Data was collected through questionnaires distributed to 45 respondents aged 25–50 years. The data analysis technique used was Structural Equation Modeling (SEM) based on Partial Least Square (SmartPLS). The results indicate that both eWOM and social media marketing significantly influence the interest in becoming a customer, directly and indirectly through brand image. These findings are expected to serve as input for PT Bank Muamalat in developing effective digital marketing strategies.