THE INFLUENCE OF PRODUCT KNOWLEDGE AND WORD OF MOUTH ON THE DECISION TO BECOME A MEMBER OF BMT AL-ISHLAH JAMBI CITY
Keywords:
Product Knowledge, Word of Mouth, Member Decision
Abstract
Abstract
Indonesia is a country where the majority of the population is Islamic, therefore the birth of the micro-shariah financial institutions can be a solution to the development of the shariah banking that is still centralized to the middle up society. This research aims to identify and analyze the impact of product knowledge and word of mouth on membership decisions. The respondents used in this study are members of BMT Al-Ishlah Jambi City. The method used in this research is the quantitative method. The data was collected through a questionnaire using the likert scale, then the number of samples used was 85 respondents. The analytical technique used is double linear regression analysis. Partial and simultaneous test results of testing the product knowledge (X1) and word of mouth (X2) variables partially and simultaneously show that there is a significant influence on the decision to become a member (Y), and variable X has an influence of 39,5% on variable Y.
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J.P. Peter and Jerry C. Olson. (2013). Customer Behavior: Consumer Behavior and Marketing Strategy. Jakarta: Erlangga Publishers.
Kiki Joesyiana. (2019) "The Influence of Word of Mouth on Consumer Purchase Decisions on Shopee Online Media in Pekanbaru (Survey on Semester VIII Students of the Department of Accounting Education, Faculty of Teacher Training and Education, Islamic University of Riau" in Valua Journal. Vol. 4 No. 1.
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Krisna Sudjana and Rizkison. (2020) "The Influence of Baitul Maal Wat Tamwil (BMT) in Realizing a Competitive Sharia Economy". JIES, Vol. 6 No. 2.
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Nuri Purwanto, Budiyanto, Suherman. (2022). Theory of Planned Behavior: Implementation of Word of Mouth Electronic Behavior in Marketplace Consumers. Malang: CV Literacy Nusantara Century 1.
Peter J. Paul and Jerry C. Olson. (2002). Consumer Behavior and Marketing Strategy. Jakarta: Erlangga.
Pransiska. R, Ambok Pangiuk and Hasan Putra Hafiz. (2023) "The Influence of Product Knowledge, Promotional Media, and Word of Mouth on People's Understanding of Choosing Sharia Banks" in Maslahah. Vol.1 No. 3.
Romario N. Maruarang and M.K. Kholid. (2018) "The Influence of Product Knowledge on Purchase Intention" in the Journal of Business Administration. Vol. 55 No. 3
Silvina Fendari, Youdhi Prayogo, Fauzan Ramli. (2023) "The Role of Baitul Maal Wa Tamwil in Empowering Micro Enterprises (Study on BMT Al-Ishlah Jambi City)" in JSR. Vol. 1 No. 5.
Siti Rohana. (2020) "The Influence of Advertising, Corporate Image, Service Quality and Word of Mouth on the Decision to Save with Interest as an Intervening Variable (Case Study on BNI Syariah Semarang Branch Office). Thesis: IAIN Salatiga.
Sugiono. (2016). Quantitative Research Methods and R&D. Bandung: Alfabeta.
Sumarwan, Ujang. (2002). Consumer Behavior (Theory and Application in Marketing. Bogor: Ghalia Indonesia.
Syahrum and Salim (2012). Quantitative Research Methodology. Bandung: Citapustaka Media.
Syifa Zakia Nurlatifah and R. Masykur. (2017) "The Influence of Word of Mouth (WOM) Marketing Strategy and Sharia Financing Products on Interest and Decision to Become a Member (Customer) at Baitul Tamwil Muhammadiyah (BTM) Bandar Lampung City" in Indonesian Journal of Management. Vol. 17 No. 3.
Titin Agustin Nengsih, Nurrokhman and M. Taufik Ridho. (2023) "The Influence of Tourist Destination Development Factors on Interest in Halal Tourism in Jambi City" in JIEM. Vol. 1 No. 3.
V. Wiratna Sujarweni. (2022). Business and Economic Research Methodology: A Quantitative Approach. Yogyakarta: PUSTAKABARUPRESS.
Published
2025-01-15
How to Cite
Ni’mah, N., sissah, S., & Saputra, J. (2025). THE INFLUENCE OF PRODUCT KNOWLEDGE AND WORD OF MOUTH ON THE DECISION TO BECOME A MEMBER OF BMT AL-ISHLAH JAMBI CITY. ADILLA : Jurnal Ilmiah Ekonomi Syari’ah, 8(1), 103-118. https://doi.org/https://doi.org/10.52166/adilla.v8i1.6874
Section
Articles
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