Analisis Efektivitas Promosi Giveaway Bank Syariah Indonesia dengan Model AISAS
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Abstract
Penelitian ini mempunyai tujuan untuk mengukur sejauh mana setiap tahap dalam model AISAS tercapai dalam kampanye promosi tersebut dan untuk mengidentifikasi faktor-faktor yang mempengaruhi efektivitas setiap tahap. Konsep marketing giveaway dan model AISAS dikombinasikan untuk melihat efektivitas strategi promosi giveaway pada Bank Syariah Indonesia. Kuesioner didistribusikan dengan menggunakan non-probability convenience sampling. Responden dalam penelitian ini sebanyak 350 orang. Penelitian ini menggunakan pendekatan Structural Equation Model Partial Least Square untuk pengujian hipotesis. Penelitian ini memberikan hasil bahwa giveaway memberikan dampak pada seluruh variabel model AISAS. Giveaway memberikan dampak paling besar terhadap variabel attention. Perbankan syariah kedepannya dapat untuk memperkaya strategi promosinya, salah satunya adalah dengan menggunakan strategi promosi giveaway agar konsumen dan nasabah lebih perhatian pada produk perbankan syariah.
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