TRUST IN DIGITAL MARKETING: PERAN MODERASI NILAI-NILAI KEMUHAMMADIYAHAN
Keywords:
Pemasaran Digital, Kepercayaan , Konten Media Sosial, Nilai Kemuhammadiyahan, ModerasiAbstract
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh konten digital marketing yang dibagikan oleh guru melalui media sosial terhadap kepercayaan masyarakat, serta menguji peran moderasi nilai-nilai Kemuhammadiyahan dalam hubungan tersebut. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah guru-guru sekolah Muhammadiyah di Kabupaten Pringsewu yang aktif menggunakan media sosial, dengan sampel sebanyak 20 responden yang dipilih secara purposive. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan statistik deskriptif serta regresi linier sederhana dan berganda. Hasil penelitian menunjukkan bahwa konten digital marketing berpengaruh positif dan signifikan terhadap kepercayaan masyarakat. Selain itu, nilai-nilai Kemuhammadiyahan yang meliputi amanah, tabligh, fathanah, dan siddiq terbukti memperkuat hubungan antara konten digital marketing dan kepercayaan masyarakat. Temuan ini menegaskan bahwa integrasi nilai-nilai moral dan spiritual dalam strategi digital marketing berperan penting dalam membangun dan meningkatkan kepercayaan publik terhadap institusi pendidikan Muhammadiyah.
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