PENGARUH PENGETAHUAN KONSUMEN, RELIGIUSITAS, DAN KELOMPOK REFERENSI TERHADAP PROSES KEPUTUSAN MENJADI NASABAH BANK SYARIAH INDONESIA (STUDI NASABAH BSI KCP TEMBILAHAN)

Syahrul Nurul Iman, NIM.: 18108020005 (2022) PENGARUH PENGETAHUAN KONSUMEN, RELIGIUSITAS, DAN KELOMPOK REFERENSI TERHADAP PROSES KEPUTUSAN MENJADI NASABAH BANK SYARIAH INDONESIA (STUDI NASABAH BSI KCP TEMBILAHAN). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this study was to determine the effect of consumer knowledge, religiosity, and reference groups on the decision process to become a customer of Bank Syariah Indonesia KCP Tembilahan. The method used in this study is a quantitative research method in which this method provides an explanation of data analysis in the form of numbers. The data source used is primary data by distributing questionnaires to customers of Bank Syariah Indonesia. The PLS 3.0 software testing tool and the analysis technique used are the inner model and outer model techniques, with these techniques the influence of the dependent/free variables (consumer knowledge, religiosity, and reference groups) is obtained on the independent/bound variable (the decision process to become a customer). The number of samples used in this research was 100 respondents/customers, sampling using the snowball technique. The results of this study indicate that consumer knowledge, religiosity, and reference groups influence the decision process to become customers with a percentage of 70.9%, while the remaining 29.1% is influenced by variables that are not used in this study

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