%0 Thesis
%9 Skripsi
%A Nabilah Nur Mahdiyya, NIM.: 20208012002
%B FAKULTAS EKONOMI DAN BISNIS ISLAM
%D 2023
%F digilib:59419
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K UMKM, Marketing Mix, Produk, Lokasi, People, Brand Awareness,  Kepatuhan Syariah
%P 116
%T DETERMINAN KEPUTUSAN NASABAH PELAKU UMKM UNTUK MENJADI NASABAH BANK SYARIAH DI MODERASI OLEH KEPATUHAN SYARIAH
%U https://digilib.uin-suka.ac.id/id/eprint/59419/
%X This study examines the effect of product, location, people and brand awareness  on the decision of MSME customers to become customers at Islamic Banks which  are moderated by Sharia Compliance. This research is a comparative causal  research with a deductive paradigm quantitative approach with a total sample of  134 samples. The data analysis technique used is Structural Equation Modeling  and Partial Least Square (SEM-PLS) with the help of the Smart-PLS 3.3.3  application analysis tool. The results of this study indicate that products and  people have a positive influence on the decisions of MSME customers to become  customers at Islamic Banks. Meanwhile, location and brand awareness do not  have a positive influence on the decisions of MSME customers to become  customers in Islamic Banks, and Sharia Compliance does not moderate the  influence of products, people and brand awareness on the decisions of MSME  customers to become customers in Islamic Banks.
%Z Pembimbing: Dr. H. Darmawan S.Pd.,M.AB., CFRM