PENGARUH FINANCIAL LITERACY, DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP MINAT MENGGUNAKAN INTERNET BANKING PADA NASABAH PT BANK NEGARA INDONESIA (PERSERO) TBK. KC PONOROGO SELAMA PANDEMI COVID-19


Abstract

he Covid-19 pandemic in various countries around the world, including Indonesia, has encouraged an increase in financial and banking transactions carried out by the public through internet banking services. This study aims to determine the effect of Financial literacy, digital marketing and word of mouth on the interest in using internet banking for customers of PT Bank Negara Indonesia (Persero) Tbk. KC Ponorogo during the Covid-19 pandemic. Population in this study were customers of PT Bank Negara Indonesia (Persero) Tbk. KC Ponorogo from November 2020 to November 2021, totaling 1552 customers. The research sample amounted to 100 people whose size was determined by the Slovins formula. Sampling using purposive sampling technique. The research instrument used a questionnaire. The data analysis technique used the Partial Least Square (PLS) method with SmartPLS version 3.0 software. The results showed that; 1) Hypothesis 1 was rejected. This means that Financial literacy had no significant effect on customers' interest in using internet banking during the Covid-19 pandemic. 2) Hypothesis 2 was accepted. This means that digital marketing had a significant effect on customers' interest in using internet banking during the Covid-19 pandemic. 3) Hypothesis 3 was accepted. This means that word of mouth had a significant effect on the interest in using internet banking for customers of PT Bank Negara Indonesia (Persero) Tbk. KC Ponorogo during the Covid-19 pandemic.

Downloads

Download data is not yet available.

Andrian, A. (2019). Digital Marketing dan Ragam Produk Pada Minat Beli Konsumen Toko Online Shopee (Studi Kasus Pada Mahasiswa Prodi Manajemen Fakultas Ekonomi Universitas Bhayangkara Jakarta Raya Angkatan 2016. Ekspektra: Jurnal Bisnis dan Manajemen, 3(1), 14-24.

Ardiyanto, M. R., & Purnomo, A. S. (2021). Dampak Tingkat Literasi Keuangan Syariah Terhadap Minat Menggunakan Produk Keuangan Syariah. Jurnal Administrasi Kantor, 9(1), 1-12.

Aryani, M. (2021). Analisis Digital Marketing Pada Hotel Kila di Kabupaten Lombok Barat Terhadap Kepuasan Konsumen. Jurnal Visionary (VIS) Undikma, 6(1), 22-31.

Bancin, J. B. (2021). Citra Merek dan Word of Mouth (Perannya dalam Keputusan Pembelian Mobil Nissa Grand Livina). Surabaya: Jakad Media Publishing.

Banjarnahor, A. R., Purba, B., Sudarso, A., Sahir, S. H., Munthe, R. N., Kato, I., . . . Simarmata. (2021). Manajemen Komunikasi Pemasaran. Medan: Yayasan Kita Menulis.

Bank Indonesia. (2020). Bank Indonesia. Retrieved from Statistik Sistem Pembayaran: https://www.bi.go.id/id/statistik/ekonomi-keuangan/ssp/uang-elektronik-jumlah.aspx

Burhan, F. A. (2020). Tiga Sisi Penangkal Risiko Keamanan Transaksi Digital Saat Pandemi. Retrieved from katadata: https://katadata.co.id/desysetyowati/digital/5f902c8ad3c3c/tiga-sisi-penangkal-risiko-keamanan-transaksi-digital-saat-pandemi

Ginantra, N. L., Simarmata, R. A., Tojiri, M. Y., Duwila, A. A., Siregar, M. N., Nainggolan, L. E., . . . Siswanti, I. (2020). Teknologi Finansial: Sistem Finansial Berbasis Teknologi di Era Digital. Medan: Yayasan Kita Menulis.

Giriani, A. P., & Susanti. (2021). Pengaruh Literasi Keuangan, Fitur Layanan dan Kemudahan Penggunaan Terhadap Penggunaan E-Money. Jurnal Akuntansi dan Ekonomi, 6(2), 27-37.

Ismanto, H., Widiastuti, A., Muharam, H., Pangestuti, I. R., & Rofiq, F. (2019). Perbankan Dan Literasi Keuangan. Sleman: Deepublish.

Latief, R. (2018). Word of Mouth Communication: Penjualan Produk. Surabaya: Media Sahabat Cendekia.

Lidawati, S., Hendri, M., & Hutahaean, J. (2018). Pemasaran Digital. Surabaya: Media Sahabat Cendekia.

Lifepal. (2021). 10 Urutan Bank dengan Layanan Terbaik di Indonesia 2021. Retrieved from Lifepal: https://lifepal.co.id/media/deretan-bank-terbaik-di-indonesia/

Noviana, I. P., & Darma, G. S. (2020). Exploring Digital Marketing Strategies During The New Normal Era in Enhancing The Use of Digital Payment. Jurnal Mantik, 4(2), 2257-2262.

Noviatun, I., & Riptiono, S. (2021). Menguji Intention to Use E-Wallet OVO Menggunakan Modifikasi Technology Accptance Model (TAM) di Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, 3(1), 193-201.

Nugroho, A. D., Damayanti, M., Ganinda, F. P., & Hidayatulloh, A. (2019). Peran Word of Mouth Dalam Aktivitas Social Commerce. Jurnal Sains Manajemen, 5(2), 120-136.

Otoritas Jasa Keuagan. (2020, September 3). Survei Nasional Literasi dan Inklusi Keuangan 2019. Retrieved from www.ojk.go.id: https://www.ojk.go.id/id/berita-dan-kegiatan/publikasi/Pages/Survei-Nasional-Literasi-dan-Inklusi-Keuangan-2019.aspx

Permana, G. P., & Dewi, N. L. (2020). Analisis Faktor Penggunaan Layanan Go-Pay Oleh Generasi Millenial Di Kota Denpasar. Jurnal Widya Akuntansi dan Keuangan Universitas Hindu Indonesia, 2(1), 32-51.

Purwanto, P., Sulthon, M., & Wafirah, M. (2021). Behavior Intention to Use Online Zakat: Application of Technology Acceptance Model With Development. ZISWAF: Jurnal Zakat dan Wakaf, 8(1), 44-60.

Romindo, R., Muttaqin, M., Saputra, D. H., Purba, D. W., Iswahyudi, M., Banjamahor, A. R., . . . Simamata, J. (2019). E-Commerce: Implementasi, Strategi, dan Inovasinya. Medan: Yayasan Kita Menulis.

Sawlani, D. K. (2021). Digital Marketing: Brand Images. Surabaya: Scopindo Media Pustaka.

Xia, L., & Bechwati, N. N. (2019). Word of Mouth: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising, 9(1), 3-13.

Yukaristia. (2019). Literasi: Solusi Terbaik untuk Mengatasi Problematika Sosial di Indonesia. Sukabumi: CV Jejak.



Title PENGARUH FINANCIAL LITERACY, DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP MINAT MENGGUNAKAN INTERNET BANKING PADA NASABAH PT BANK NEGARA INDONESIA (PERSERO) TBK. KC PONOROGO SELAMA PANDEMI COVID-19
Issue: Vol. 11 No. 1 (2022): Jurnal EKOMAKS
Section Articles
Published: Apr 9, 2022
DOI: https://doi.org/10.33319/jeko.v11i1.111
Keywords: Financial litercy, Digital marketing, Word of mouth, Internet banking, The covid-19 pandemic
Author
  • Fahmi Maulana Rahmatulloh
  • Ahadiati Rohmatiah
  • Hartirini Warnaningtyas