PENGARUH DIGITAL MARKETING DAN WORD OF MOUTH MELALUI KUALITAS LAYANAN TERHADAP KEPUTUSAN PENGAMBILAN KREDIT PADA BANK TABUNGAN PENSIUNAN NASIONAL (BTPN) KANTOR CABANG PEMBANTU SUNGGUMINASA KAB.GOWA = THE INFLUENCE OF DIGITAL MARKETING AND WORD OF MOUTH THROUGH SERVICE QUALITY ON CREDIT TAKING DECISIONS AT NATIONAL PENSION SAVINGS BANK (BTPN) SUNGGUMINASA SUPPORT BRANCH OFFICE, GOWA DISTRICT

WAHYUDI . The Influence of Digital Marketing and Word of Mouth Through Service Quality on Credit Decisions at the National Pension Savings Bank (BTPN) Sungguminasa Sub-Branch Office, Gowa Regency ( case study of national savings bank customers ) ( Supervised by Prof. Dra. Dian Anggraece Sigit Parawansa. , M.Sc., Ph.D and Dr. Fahrina Mustafa, SE, M.Sc )
This research aims to investigate the influence of digital marketing and word of mouth through service quality on credit decisions at the National Pension Savings Bank (BTPN) Sungguminasa sub-branch office, Gowa Regency ( case study of national savings bank customers ) . type of research used. The population of this study was 100 customers. The sampling technique is random sampling using Path analysis techniques. data was analyzed using the SPSS approach. The research results show that Digital Marketing has a direct positive and significant effect on credit taking decisions. Word of Mouth has a direct positive and significant effect on credit taking . Digital Marketing has a direct positive and significant effect on service quality . Word of Mouth has a direct positive and significant effect on Service Quality . Service quality has a direct positive and significant effect on credit decisions . Digital Marketing has a positive and significant indirect effect on credit decisions through Service Quality in . Word of Mouth has a positive and significant indirect influence on Service Quality through taking credit.