Pengaruh Social Media Promotion Dan Electronic Word Of Mouth Terhadap Customer Satisfaction Dengan Corporate Image Sebagai Variabel Intervening (Studi Kasus: Nasabah Bank Syariah Indonesia Pada Civitas Akademika dan Karyawan UIN K.H. Abdurrahman Wahid Pekalongan).

Yunita, Nisma (2023) Pengaruh Social Media Promotion Dan Electronic Word Of Mouth Terhadap Customer Satisfaction Dengan Corporate Image Sebagai Variabel Intervening (Studi Kasus: Nasabah Bank Syariah Indonesia Pada Civitas Akademika dan Karyawan UIN K.H. Abdurrahman Wahid Pekalongan). Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

The purpose of this research is to determine the influence of social media promotion and electronic word of mouth on customer satisfaction with corporate image (Case Study: Indonesian Sharia Bank Customers in the Academic Community and employees of UIN K.H. Abdurrahman Wahid Pekalongan). The type of research used is field research with a quantitative approach. The type of data used in this research is primary data obtained from the results of distributing questionnaires. The population in this study was the academic community at UIN K.H. Abdurrahman Wahid Pekalongan, both lecturers, staff and students. The sample in this study was 96 respondents and was rounded up to 100 respondents using the lemeshow formula. The sampling technique used in this research is purposive sampling technique. Data analysis techniques use validity tests, reliability tests, classic assumption tests (normality test, multicollinearity test, heteroscedasticity test), path analysis test, Sobel test, hypothesis test (t test and r² test). The results of this research show that: Social media promotion has a significant and influential effect on customer service. Electronic word of mouth has a significant impact on customer service. Corporate image has a significant and influential effect on customer service. Social media promotion has a significant and influential effect on corporate image. Electronic word of mouth has a significant influence on corporate image. Social media promotion is influenced both directly and indirectly on customer service as a result of corporate image. Keyword: Social Media Promotion, Electronic Word of Mouth, Customer Satisfaction, Corporate Image

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