Analysis of the influence of brand awareness, brand image and social media promotion on decisions to use mobile banking Bank Syariah Indonesia

Abstract

Significant technological advances have opened up great opportunities for the Islamic banking sector to improve the quality and efficiency of the products and services they offer. One of the main innovations that has been implemented is the development of the Sharia Mobile Banking service, which allows customers to carry out digital banking transactions quickly and safely. This service is designed to meet the needs of customers who increasingly rely on technology in their daily lives. However, even though the potential use of BSI Mobile is quite large, the number of BSI Mobile users is still relatively low compared to expectations. Looking at this phenomenon, this research aims to analyze the influence of Brand Awareness, Brand Image, and Social Media Promotion on the decision to use Bank Syariah Indonesia's Mobile Banking. This research was carried out in the Special Region of Yogyakarta, with a focus on students who are potential users of BSI Mobile services. The data analysis method used was multiple linear regression analysis and classical assumption testing, while the data collection technique was carried out through distributing questionnaires with a sample size of 100 respondents. The research results show that both partially and simultaneously, Brand Awareness, Brand Image and Social Media Promotion have a positive and significant influence on the decision to use Bank Syariah Indonesia's Mobile Banking. These findings underline the importance of strategies to increase brand awareness, manage a strong brand image, and effective promotion via social media to encourage the use of BSI Mobile services, especially among students.