DETERMINAN NASABAH MEMUTUSKAN MENGGUNAKAN ALADIN BANK DIGITAL SYARIAH

Lutfi Listiani, NIM.: 21208011046 (2023) DETERMINAN NASABAH MEMUTUSKAN MENGGUNAKAN ALADIN BANK DIGITAL SYARIAH. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to identify customer determinants that influence their decisions in choosing to use Aladin Digital Syariah Bank. Data were collected through a survey using questionnaires distributed to 450 customers of Aladin Digital Syariah Bank. The method used was quantitative with cross-section data. The factors examined include Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, Habit, Price Value, Personal Innovative, Facilitating Condition, Advertising, Sales Promotion, Personal Selling, Public Relations and Direct Marketing with Age and Profession as moderating variables. Sampling Technique of this research is purposive sampling, with using SEM by Smart PLS 4 Versions. The results of the analysis show that Effort Expectancy, Social Influence, Hedonic Motivation, Habit, Personal Selling, Sales Promotion, Direct Marketing, and Public Relations have a significant positive effect on customer decisions. Meanwhile, Performance Expectancy, Facilitating Condition, Price Value, Personal Innovative, and Advertising do not have a significant positive effect on customer decisions. Age only moderates the relationship between Effort Expectancy, Performance Expectancy, Social Influence, Facilitating Condition, Habit, Price Value, Personal Innovation, Advertising, Sales Promotion, Public Relationss, and Direct Selling on customer decisions, while Profession does not moderate the relationship between each variable and customer decisions at all. This research provides valuable insights for Aladin Bank to improve their marketing strategies and services to customers. By understanding the factors that influence customer decisions, Aladin Bank can optimize services and attract more customers to use Aladin Digital Syariah Bank.

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