Influence of Madam Ani Persona, Social Media Marketing Strategy, and Program Composition on Sakinah Finance customer Behaviour

ABSTRACT Purpose - The purpose of the study is to decide which the three of the variables have the biggest influence on Sakinah Finance Customer Buying behaviour. The variable is Madam Ani Persona, Social Media Marketing Strategy, and Program Composition Design/methodology/approach - The method that the author used is SEM-PLS and used Smart-PLS 4 software with the data collection from questionnaires that were shared into Sakinah Finance Alumni WhatsApp group Findings - And the results are Social Media Marketing Strategy and Madam Ani's Persona have an Influence in Sakinah Finance customer Buying Behaviour. Which Respect as the biggest value of indicator in Madam Ani Persona and Connection in Social Media Marketing Strategy. Research limitations/implications – As just three variable that conducted on this study the finding may not cover the other variables that perhaps impacted the Customer buying behaviour. Practical Implications – The consistency of Sakinah Finance social media in posting content is the most important note to pay attention to. And Sakinah Finance still depends on Madam Ani Persona for the brand. Originality/value – This research revealed which the most variable that impacted the Sakinah Finance customer Buying Behaviour. Between the dependency of the role model which Madam Ani, the marketing field Sakinah Finance Social Media Marketing Strategy, and the product of the business itself which is Sakinah Finance Program Composition. Keywords – SEM-PLS, Smart-PLS, Madam Ani Persona, Social Media Marketing Strategy, Program Composition, Buying Behaviour, and Sakinah Finance.