Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments
This study aims to analyze the influence of corporate image, content marketing, and price on the interest in buying BSI Mobile gold installment products among Generation Z. This study uses a quantitative approach with sampling through a purposive sampling method that was tested on 100 respondents wh...
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| Format: | Article |
| Language: | English |
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LPPM Institut Syariah Negeri Junjungan (ISNJ) Bengkalis
2024-10-01
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| Series: | Jurnal Perbankan Syariah |
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| Online Access: | https://ejournal.stiesyariahbengkalis.ac.id/index.php/jps/article/view/2056 |
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| _version_ | 1850210808110252032 |
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| author | Siska Amelia Muniaty Aisyah |
| author_facet | Siska Amelia Muniaty Aisyah |
| author_sort | Siska Amelia |
| collection | DOAJ |
| description | This study aims to analyze the influence of corporate image, content marketing, and price on the interest in buying BSI Mobile gold installment products among Generation Z. This study uses a quantitative approach with sampling through a purposive sampling method that was tested on 100 respondents who are Instagram followers @lifewithbsi from generation Z. The primary data source used was an online questionnaire distribution. The analysis technique used is the structural equation model - partial least square (SEM-PLS) using the SmartPLS analysis tool. This study found that corporate image and content marketing positively influence buying interest. At the same time, price does not affect buying interest. Theoretically, this study can provide information and supporting literature for the academic community in similar studies in the future. Practically, this study can be helpful to BSI in terms of corporate image and content marketing to increase the interest of customers and prospective customers from Generation Z in using its products. |
| format | Article |
| id | doaj-art-8e3fcff9baae4642b721d364fd7c173f |
| institution | OA Journals |
| issn | 2721-6241 2721-7094 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | LPPM Institut Syariah Negeri Junjungan (ISNJ) Bengkalis |
| record_format | Article |
| series | Jurnal Perbankan Syariah |
| spelling | doaj-art-8e3fcff9baae4642b721d364fd7c173f2025-08-20T02:09:41ZengLPPM Institut Syariah Negeri Junjungan (ISNJ) BengkalisJurnal Perbankan Syariah2721-62412721-70942024-10-015235436910.46367/jps.v5i2.20562056Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold InstallmentsSiska Amelia0Muniaty Aisyah1Universitas Islam Negeri Syarif Hidayatullah Jakarta, IndonesiaUniversitas Islam Negeri Syarif Hidayatullah Jakarta, IndonesiaThis study aims to analyze the influence of corporate image, content marketing, and price on the interest in buying BSI Mobile gold installment products among Generation Z. This study uses a quantitative approach with sampling through a purposive sampling method that was tested on 100 respondents who are Instagram followers @lifewithbsi from generation Z. The primary data source used was an online questionnaire distribution. The analysis technique used is the structural equation model - partial least square (SEM-PLS) using the SmartPLS analysis tool. This study found that corporate image and content marketing positively influence buying interest. At the same time, price does not affect buying interest. Theoretically, this study can provide information and supporting literature for the academic community in similar studies in the future. Practically, this study can be helpful to BSI in terms of corporate image and content marketing to increase the interest of customers and prospective customers from Generation Z in using its products.https://ejournal.stiesyariahbengkalis.ac.id/index.php/jps/article/view/2056corporate imagecontent marketingpricepurchase intention |
| spellingShingle | Siska Amelia Muniaty Aisyah Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments Jurnal Perbankan Syariah corporate image content marketing price purchase intention |
| title | Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments |
| title_full | Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments |
| title_fullStr | Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments |
| title_full_unstemmed | Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments |
| title_short | Factors Influencing Generation Z's Purchasing Intention In BSI Mobile Gold Installments |
| title_sort | factors influencing generation z s purchasing intention in bsi mobile gold installments |
| topic | corporate image content marketing price purchase intention |
| url | https://ejournal.stiesyariahbengkalis.ac.id/index.php/jps/article/view/2056 |
| work_keys_str_mv | AT siskaamelia factorsinfluencinggenerationzspurchasingintentioninbsimobilegoldinstallments AT muniatyaisyah factorsinfluencinggenerationzspurchasingintentioninbsimobilegoldinstallments |