The influence of marketing mix and excellent service in creating positive word of mouth and its implications for Islamic Wealth Management (case study of Bank Syariah Indonesia KCP Sentul)

Abstrak

This study analyzes the effect of marketing mix and excellent service on positive word of mouth (WOM) for Warung Mikro Bank Syariah Mandiri (BSM) products. The approach used is quantitative with the Structural Equation Modeling (SEM) method through LISREL 8 software, with 125 respondents from three BSM units in Bogor Regency. The results indicate that the marketing mix significantly influences positive WOM, with the product indicator being the most dominant. Meanwhile, excellent service does not have a significant influence. These findings indicate that optimizing the marketing mix, particularly product and price, is crucial for enhancing WOM and financing volume. The Micro Warung product has high margins and significantly contributes to the bank's profits, so improving WOM also supports Islamic Wealth Management through better profit-sharing for customers.