THE INFLUENCE OF SERVICE QUALITY AND SOCIAL MEDIA MARKETING ON FINANCING DECISION MAKING WITH CUSTOMER ENGAGEMENT AS A MODERATING VARIABLE (CASE STUDY AT BANK SYARIAH INDONESIA)
Bank Syariah Indonesia has recorded high growth in assets, profits, and the number of customers over the past few years. Behind this growth, there are many issues in the implementation of service quality, social media marketing, and customer engagement, as exemplified by BSI in the Semarang office. To continue to maintain and increase the number of customers at Bank Syariah Indonesia (BSI) in Semarang, the implementation of service quality, social media marketing, and customer engagement must be done well. The sample used for this research is 133 BSI customers out of a total population of 200 customers. This study uses Structural Equation Modeling (SEM) and is processed through the Analysis of Moment Structure (AMOS) program. The results show that the value of service quality and social media marketing influences financing decisions at Bank Syariah Indonesia (BSI) in Semarang. Customer engagement can also moderate the influence of service quality on financing decisions at Bank Syariah Indonesia (BSI) in Semarang. Finally, customer engagement can also moderate the influence of social media marketing on financing decisions at Bank Syariah Indonesia (BSI) in Semarang.
Service Quality, Social Media Marketing, Customer Engagement.