Zakiah Intan Fenanda, Nihayatu Aslamatis Solekah


The development and dynamics of marketing of banking services products help to grow the variables that facilitate the influence of word of mouth against the decision to save. One of it is the brand equity that is a set of assets that is associated with a brand that adds or reduces the value of the company in the views of customers. The purposes of the research are to determine the influence of word of mouth against the decision to save through Brand Equity on the customer of Syariah BRI Bank of Malang. The research used a quantitative approach with survey method. The population of the research was all customers of Savings at Syariah BRI Bank of Malang. Sampling technique used accidental sampling with the number of respondents as much as 100 respondents.  The dependent variable in the research was Savings Decision (Y), and the independent variable was Word of Mouth (X), with Brand Equity (M) as the mediation variable. Data analysis technique used Path Analysis. The research results indicated that the dimensions of word of mouth are Talkers, Topics, Taking Part and Tracking that directly influence against brand equity, and one dimension of word of mouth of tools have no effect against brand equity. Brand Equity directly influences the decision to save, all dimensions of word of mouth directly influence the decision to save, and Brand Equity can mediate the indirect influence of word of mouth against the savings decision


Word of Mouth, Savings Decision, Brand Equity

Full Text:



Aaker, D. A. 1992. The Value of Brand Equity. Journal of Business Strategy. Vol. 13 Iss 4, 27-32.

Aditya, K. Y., & Wardana, I. M. 2017. Peran Brand Equity Dalam Memediasi Pengaruh Word Of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Unud, Vol. 6, No. 2, 2017 ISSN : 2302-8912, 830-856.

Almossawi, M. M. 2015. The Impact of Word of Mouth (WOM) on the Bank Selection Decision of The Youth : A Case of Bahrain. International Journal of Business and Management; Vol. 10, No. 4; 2015 ISSN 1833-3850, 123-135.

Andai, J. 2016. Influence Of Brand Equity On Consumer Purchase Choices Among Pay Tv Subscribers In Nairobi, Kenya. Nairobi: School Of Business University Of Nairobi.

Armelini, G. 2011. The Effect of Word of Mouth in Customer Equity and Brand Equity. Chinese Business Review ISSN 1537-1506, 205-216.

Badan Pusat Statistik. 2010. Kewarganegaraan, Suku Bangsa, Agama, dan Bahasa Sehari-hari Penduduk Indonesia. In A. Naim, & H. Syaputra, Hasil Sensus Penduduk 2010 (p. 10). Jakarta: Badan Pusat Statistik.

Chung, S. L. 2012. Consumer Decision : The Effect of Word of Mouth. Intenational Journal of Organizational Innovation, 188-196.

Jogiyanto. 2013. Pedoman Survey Kuesioner : Mengembangkan Kuesioner, Mengatasi Bias dan Meningkatkan Respon. Yogyakarta: Penerbit BPFE.

Kazemi, A., Hosseini, S. Y., & Moradi, M. 2013. An Analysis of Influential Factors of Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of Mellat Bank in Bushehr City as Case Study. International Journal of Academic Research in Business and Social Sciences November 2013, Vol. 3, No. 11 ISSN: 2222-6990, 422-432.

Khalid, S., Ahmed, M. A., & Ahmad, Z. 2013. Word-of-Mouth Communications: A Powerful contributor to Consumers Decision-making in Healthcare Market. International Journal of Business and Management Invention ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X, 55-64.

Kotler, P., & Keller. 2009. Manajemen Pemasaran I. Jakarta : PT Index.

Murtiasih, S., Sucherly, & Siringoringo, H. 2013. How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia. Procedia - Social and Behavioral Sciences 81, 40-44.

Rachman, R., & Abadi, T. W. 2017. Komunikasi Word Of Mouth Dan Keputusan Pembelian Batik Bangkalan. Jurnal ASPIKOM, 285-295.

Ratna, A. R., Suharyono, & Srikandi, K. 2017. The Influence of Word of Mouth (WOM) on Brand Equity and The Impact to Purchasing Decision. DOI, 148-154.

Rao, P. 1996. Measuring Consumer Perceptions Through Factor Analysis. The Asian Manager (February-March).

Sarwono, J. 2007. Analisis Jalur untuk Riset Bisnis dengan SPSS. Yogyakarta: Penerbit Andi.

Sernovitz,. Andy. 2012. Word Of Mouth Marketing How Smart Companies Get People Talking. America : Published by Greenleaf Book Group Press Austin.

Severi, E., Ling, K. C., & Nasermoadeli, A. 2014. The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management; Vol. 9, No. 8; 2014 ISSN 1833-3850 E-ISSN 1833-8119 Published by Canadian Center of Science and Education, 84-96.

Shirsavar, H. A., Gilaninia, S., & Almani, A. M. 2012. A Study of Factors Influencing Positive Word of Mouth in the Iranian Banking Industry. Middle-East Journal of Scientific Research 11 (4): , 2012 ISSN 1990-9233 IDOSI Publications, 454-460.


Editorial Office:
Management Department,
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim
Gajayana Str. No. 50 Phone. (0341) 558881,

E-ISSN 2614-3437
P-ISSN 1829-524X

Lisensi Creative Commons
IQTISHODUNA under CC BY SA 4.0 Internasional.

Indexed by: 

  Hasil gambar untuk gambar onesearchResearchBib  

Member of:

View My Stats