Bafadhal, AniesaSamira (2012) Dampak Merek, Pelayanan dan Proses dalam Syariah Marketing Value serta Socially Responsible Investment terhadap Citra Perusahaan dan Keputusan Investasi (Survei pada Investor Divisi Syariah PT. Trimeg. Magister thesis, Universitas Brawijaya.
Abstract
Kerapuhan sistem ekonomi kapitalis dan semakin meningkatnya persaingan dalam pasar modal menjadikan perusahaan sekuritas syariah pelu menerapkan strategi pemasaran yang kompetitif dan memperhatikan kebutuhan pasar namun tetap sesuai prinsip syariah yaitu strategi marketing syariah serta peduli terhadap investasi yang beretika dan memiliki kepedulian sosial. Penelitian ini bertujuan untuk menguji konsep pemasaran berdasarkan paradigma Shariah Marketing Value yang terdiri daru Merek Syariah, Pelayanan Syariah, Porses Syariah dan mengevaluasi penerapan Socially Responsible Investment yang diindikasikan berpengaruh terhadap Citra Perusahaan dan Keputusan Investasi para investor. Metode pengumpulan data dalam penelitian ini menggunakan survei. Populasi dan sampel penelitian adalah para investor Divisi Syariah PT.Trimegah Securities Tbk., Jakarta. Metode pengambilan sampel menggunakan incedential sampling dengan menggunakan kuesioner dan untuk analisis data digunakan Partial Least Square ( PLS ). Hasil penelitian ini adalah: 1) Merek Syariah, Proses Syariah dan Socially Responsible Investment secara parsial berpengaruh signifikan terhadap Citra Perusahaan. 2) Merek Syariah, Pelayanan Syariah dan Socially Responsible Investment secara parsial berpengaruh signifikan terhadap Keputusan Investasi. 3) Pelayanan Syariah berpengaruh tidak signifikan terhadap Citra Perusahaan. 4) Proses Syariah berpengaruh tidak signifikan terhadap Keputusan Investasi.
English Abstract
Fragility of capitalist economic system and growing competition in stock market make sharia securities firms need to implement competitive marketing strategy and oriented in market needs but still according to Islamic principles, which known as sharia marketing and consider ethical investment and social care. This study aimed to examines concept of marketing through paradigm of Sharia Marketing Value consisting of Brand Sharia, Sharia Services, Sharia Process and evaluate implementation of Socially Responsible Investment, which are indicated to create a positive Company ‟ s Image and Investment Decision investors. Methods of data collection in this study is a survey. Populations and samples studied are investors in Shariah Division PT. XYZ, Jakarta. Sampling method using incedential sampling by using questionnaires and for data analysis used Partial Least Square (PLS). findings of this study were: 1) Sharia Brand, Sharia Process and Socially Responsible Investment partially significantly effect on Companys Image. 2) Sharia Brand, Sharia Services and Socially Responsible Investment partially significantly effect of Investing Decisions. 3) Sharia Service does not affect significantly to Company ‟ s Image. 4) Sharia Process is not significantly effect to Investing Decision.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/BAF/d/041201999 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Ilmu Administrasi Publik, Fakultas Ilmu Administrasi |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 08 Aug 2012 14:06 |
| Last Modified: | 08 Aug 2012 14:06 |
| URI: | http://repository.ub.ac.id/id/eprint/159939 |
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