THE EFFECT OF DIGITAL MARKETING AND BRAND IMAGE ON CUSTOMERS’ DECISIONS TO USE THE KAFALAH PRODUCTIVE FINANCING PRODUCT
Published:
2026-08-31Downloads
Abstract
This study aims to analyze the effect of Digital Marketing and Brand Image on customers’ decisions to use the Kafalah Productive Financing product at PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, both partially and simultaneously. This study employed a quantitative method with an associative approach based on the positivist philosophy. The research population consisted of 2,389 customers of PT Jaminan Pembiayaan Askrindo Syariah Medan Branch, with a sample of 99 respondents determined using the Slovin formula. Data were collected through questionnaires that had been tested for validity and reliability. Data analysis was conducted using IBM SPSS version 25, including classical assumption tests, coefficient of determination (R²) analysis, t-tests, and F-tests. The results showed that Digital Marketing had a significant effect on customers’ decisions to use the Kafalah Productive Financing product. Furthermore, Brand Image had a significant effect on customers’ decisions to use the Kafalah Productive Financing product. Simultaneously, Digital Marketing and Brand Image significantly affected customers’ decisions to use the Kafalah Productive Financing product. These findings indicate that improving digital marketing strategies, supported by the development of a positive brand image, can be an important factor in increasing customers’ decisions to use the Kafalah Productive Financing product.
Keywords:
Digital Marketing Brand Image Customer Decision Kafalah Productive FinancingReferences
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