PENGARUH ISLAMIC BRANDING, E-SERVICE QUALITY, DAN TRUST TERHADAP KEPUTUSAN KONSUMEN BERINVESTASI PADA ALAMI PEER TO PEER LENDING SYARIAH (Studi Kasus pada PT Alami Fintek Sharia)

Imran Pangestu, Maslichah Maslichah, Arista Fauzi Kartika Sari

Abstract


This study aims to analyze the influence of Islamic Branding, E-Service Quality, and Trust on consumers' decisions to invest in Islamic peer-to-peer lending platforms. The research method used is to collect data through questionnaires to respondents who have used the investment service and have joined the Indonesian Sharia Fintech Association (AFSI). Researchers got 96 respondents. Then the data is analyzed using various tests, such as multiple linear regression tests, instruments, normality, classical assumptions, and hypotheses. The results showed that Islamic Branding has a positive influence on consumers' decisions to invest in Islamic peer-to-peer lending. In addition, E-Service Quality also has a significant positive influence on consumer decisions. Furthermore, Trust proves to be another important factor influencing consumers' decisions to invest on these platforms. Overall, the three research variables, namely Islamic Branding, E-Service Quality, and Trust, have a positive and significant influence on consumers' decisions to invest in Islamic peer-to-peer lending platforms.


Full Text:

PDF

References


alami. (2021). Tentang Alami. Alami. https://alamisharia.co.id/tentang-alami/

alami. (2022). pencapaian Alami fintek sharia. Alami. https://alamisharia.co.id/tentang-alami/

Baihaqi, J. (2018). Financial Technology Peer-To-Peer Lending Berbasis Syariah Di Indonesia. TAWAZUN : Journal of Sharia Economic Law, 1(2), 116. https://doi.org/10.21043/tawazun.v1i2.4979

kotler. (2012). BRAND MARKETING THE ART OFB RANDING. January.

leanita febri. (2022). Islamic Branding Dan Lingkungan Sosial.

Monavia Ayu rizaty. (2022). Jumlah Penduduk Muslim Indonesia Terbesar di Dunia pada 2022. Dataindonesia.Id. https://dataindonesia.id/ragam/detail/populasi-muslim-indonesia-terbesar-di-dunia-pada-2022

Nugraha, R. I. C. (2021). Pengaruh ISLAMIC BRANDING, KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS NASABAH (STUDI PADA PT. BANK SYARIAH INDONESIA KCP JOMBANG). 1–23.

OJK. (2021). Laporan Perkembangan Keuangan Syariah Indonesia 2021. Ketahanan Dan Daya Saing Keuangan Syariah, 148. https://www.ojk.go.id/id/kanal/syariah/data-dan-statistik/laporan-perkembangan-keuangan-syariah-indonesia/Pages/Laporan-Perkembangan-Keuangan-Syariah-Indonesia-2020.aspx

Otoritas Jasa Keuangan. (2023a). Financial Technology - P2P Lending. OJK. https://www.ojk.go.id/id/kanal/iknb/financial-technology/Default.aspx

Otoritas Jasa Keuangan. (2023b). Penyelenggara Fintech Lending Berizin di OJK per 20 Januari 2023. OJK. https://www.ojk.go.id/id/kanal/iknb/financial-technology/Pages/Penyelenggara-Fintech-Lending-Berizin-di-OJK-per-20-Januari-2023.aspx

Ranto, D. W. P. (2013). Menciptakan Islamic Branding Sebagai Stretegi Menarik Minat Beli Konsumen. Jbma, I(2), 1–11.

Ruhamak, M. D., & Rahmadi, A. N. (2019). Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare-Kediri). BISNIS : Jurnal Bisnis Dan Manajemen Islam, 7(2), 233. https://doi.org/10.21043/bisnis.v7i2.6160

Sya’ban, M. R. (2021). Pengaruh E-Service Quality, Brand Trust, Dan Digital Marketing Terhadap Keputusan Nasabah Dalam Memilih Indopremier Sebagai Broker Saham Dan Dampak …. Repository.Uinjkt.Ac.Id. https://repository.uinjkt.ac.id/dspace/handle/123456789/57370

Tharanikaran, V., Sritharan, S., & Thusyanthy, V. (2017). Service Quality and Customer Satisfaction in the Electronic Banking. International Journal of Business and Management, 12(4), 67. https://doi.org/10.5539/ijbm.v12n4p67

Yudhira, A. (2021). Analisis Perkembangan Financial Technology (Fintech) Syariah Pada Masa Pandemi Covid-19 Di Indonesia. Value, 2(1), 13–28. https://doi.org/10.36490/value.v2i1.118


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

El-Aswaq : Islamic Economic and Finance Journal is indexed by:

   

El-Aswaq : Islamic Economic and Finance Journal also registered in ICI (Index Copernicus International) as N/I Journal

 Creative Commons License

El-Aswaq : Islamic Economic and Finance Journal is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats