The Influence of Content Marketing and Message Framing on Students' Interest in Using Products and Services of Bank Syariah Indonesia (BSI)

Abstract

A new trend in the digital world is the use of social media, which is a result of changing behaviors driven by technological advancements and increased internet usage. The purpose of this study is to determine whether content marketing, message framing, and brand image influence the interest of students in Solo Raya in using the products and services of Bank Syariah Indonesia. This research employs a quantitative method, and the sample was selected using nonprobability sampling, focusing on students in Solo Raya, specifically from three major universities in the region. Data collection was conducted by distributing questionnaires with Likert scale measurements, resulting in 120 respondents. The data analysis method used was Structural Equation Modeling (SEM) with SPSS software. The findings of this study indicate that the variables of content marketing and brand image have a positive influence on the interest of students in Solo Raya in using BSI's products and services, while the variable of message framing does not have an effect on their interest in using BSI's products and services.