PENGARUH PENGETAHUAN KONSUMEN (CONSUMER KNOWLEDGE) MENGENAI PERBANKAN SYARIAH TERHADAP KEPUTUSAN MENJADI NASABAH BANK MUALAMAT INDONESIA

RESTY MUTIARA PUTRI, NIM. 13820028 (2017) PENGARUH PENGETAHUAN KONSUMEN (CONSUMER KNOWLEDGE) MENGENAI PERBANKAN SYARIAH TERHADAP KEPUTUSAN MENJADI NASABAH BANK MUALAMAT INDONESIA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to find out the influence of consumer knowledge (product knowledge (X1) , knowledge of purchase (X2) , use of knowledge (X3)) against the decision become Bank Mualamat Indonesia’s customer as well as to know and analyze variable of consumer knowledge that most affect the customer's decision in choosing Bank Muamalat Indonesia. The research applied on Bank Muamalat’s customer who scattered in 34 province in Indonesia, with a sample amount 100 respondent were taken by purposive sampling. Data analyze which used is descriptive research to explain the data and a description of the research, whereas for analyzing quantitative data using multiple linear regression analysis. Results of research conducted showed that the results of the regression analysis it appears that knowledge of consumers of knowledge products (X1), knowledge of purchase (X2), the use of knowledge (X3) only one variable has a positive and significant impact on customer decision in choosing Bank Muamalat Indonesia. The test results showed that the measurement of knowledge of consumers most domiman variables influencing customer decisions in choosing Bank Muamalat is the knowledge of product (X3), this is due to the product knowledge variable has the largest regression coefficient values as well as having the least significant value of the variable purchase knowledge and use of knowledge.

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