Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh social media usage dan E-Wom terhadap loyality yang dimediasi oleh conviction dan Satisfaction pada nasabah Bank Syariah Indonesia di kota Banda Aceh. Sampel penelitian ini adalah nasabah Bank Syariah Indonesia di kota Banda Aceh yang berjumlah 154 responden. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan jenis yang digunakan proportional sampling. Structural Equation Model ling (SEM) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. Peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Berdasarkan hasil analisis SEM menunjukkan bahwa social media usage berpengaruh signifikan terhadap conviction, social media usage berpengaruh signifikan terhadap Satisfaction, social media usage tidak berpengaruh terhadap loyality, E-Wom berpengaruh signifikan terhadap conviction, E-Wom berpengaruh signifikan terhadap Satisfaction, E-Wom tidak berpengaruh terhadap loyality, conviction berpengaruh signifikan terhadap loyality, Satisfaction berpengaruh signifikan terhadap loyality, Satisfaction memediasi secara penuh pengaruh social media usage terhadap loyality, Satisfaction memediasi secara penuh pengaruh E-Wom terhadap loyality, conviction memediasi secara penuh pengaruh social media usage terhadap loyality, conviction memediasi secara penuh pengaruh E-Wom terhadap loyality

Kata kunci: social media usage, E-Wom, conviction, satsisfaction dan loyalty

This study aims to measure the influence of social media usage and E-Wom on loyalty mediated by conviction and Satisfaction on customers of Bank Syariah Indonesia in Banda Aceh. The sample of this study was customers of Bank Syariah Indonesia in Banda Aceh totaling 154 respondents. The sampling technique used was non-probability sampling with the type used proportional sampling. Structural Equation Model ing (SEM) was used as an analysis method to determine the influence between the variables involved. The data collection tool used in this study was a questionnaire. Based on the results of SEM analysis, it shows that social media usage has a significant effect on conviction, social media usage has a significant effect on Satisfaction, social media usage does not affect loyalty, E-Wom has a significant effect on conviction, E-Wom has a significant effect on Satisfaction, E-Wom does not affect loyalty, conviction has a significant effect on loyalty, Satisfaction has a significant effect on loyalty, Satisfaction fully mediates the effect of social media usage on loyalty, Satisfaction fully mediates the effect of E-Wom on loyalty, conviction fully mediates the effect of social media usage on loyalty, conviction fully mediates the effect of E-Wom on loyalty Keywords: social media usage, E-Wom, conviction, satsisfaction and loyalty