Pengaruh Media Sosial, Endorsement Influencer dan Konten Viral Terhadap Keputusan Pembelian Produk Cicil Emas di Bank Syariah Indonesia KCP Mojokerto Surodinawan

Abstract

This study aims to examine the influence of social media, influencer endorsement, and viral content on purchasing decisions for gold installment products at Bank Syariah Indonesia KCP Mojokerto Surodinawan. This research employs a quantitative approach using an ex post facto design. The sample consists of 51 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that, partially, social media, influencer endorsement, and viral content each have a significant effect on purchasing decisions. Social media plays a crucial role in enhancing information accessibility, interactivity, and consumer understanding of the product. Influencer endorsement significantly increases trust and shapes positive perceptions through source credibility. Meanwhile, viral content contributes to expanding information reach and accelerating message dissemination through electronic word of mouth (e-WOM). Simultaneously, these three variables have a significant effect on purchasing decisions and collectively form an effective digital marketing strategy. These findings suggest that optimizing digital marketing strategies through social media, influencers, and viral content can enhance purchasing decisions while strengthening the competitiveness of Islamic banking products in the digital era.