PENGARUH BRAND IMAGE, SERVICE QUALITY, REPUTASI, DAN LOKASI TERHADAP KEPUTUSAN NASABAH MENABUNG DI BANK SYARIAH (STUDI KASUS NASABAH BSI KC BOJONEGORO)

Apris Rahmat Wahyudi, NIM.: 20108020069 (2024) PENGARUH BRAND IMAGE, SERVICE QUALITY, REPUTASI, DAN LOKASI TERHADAP KEPUTUSAN NASABAH MENABUNG DI BANK SYARIAH (STUDI KASUS NASABAH BSI KC BOJONEGORO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The decision to save at a sharia bank has various factors so it is very interesting to research. This research aims to determine the relationship of several factors, namely brand image, service quality, reputation, and location on customers' decisions to save at sharia banks. The research approach used is a quantitative approach with associative methods. The sample participating in this research was 107 people from the BSI KC Bojonegoro customer population. The sampling technique used is type nonprobability sampling using the purposive sampling method. Data analysis was carried out using the multiple linear regression method. The research results show that simultaneously the variables brand image, service quality, reputation and location have a significantly positive effect on customers' decisions to save at sharia banks. This is based on the sig value. 0.000 (P<0.05). Even if it is tested partially, only the reputation variable with a sig value. 0.050 (P<0.05) and locations with sig. 0.000 (P< 0.05). This shows that both variables partially have a significantly positive effect on customers' decisions to save at Islamic banks. Different from variables brand image with sig value. 0.504 (P>0.05) and service quality with sig value. 0.076 (P>0.05). This shows that the two variables partially do not have a significant effect on customers' decisions to save at Islamic banks.

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