FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN NASABAH DALAM MEMILIH PRODUK CICIL EMAS DI BANK SYARIAH INDONESIA

Raka Yuandra Aryansyah, NIM.: 20108020021 (2024) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN NASABAH DALAM MEMILIH PRODUK CICIL EMAS DI BANK SYARIAH INDONESIA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this study is to analyze the factors that influence customer decisions in choosing gold installment products at Bank Syariah Indonesia. Researchers use the theory of consumer behavior with the object of research of customers who have active BSI accounts in the Majalengka Regency area, West Java. The sample used purposive sampling, respondents who were selected as sample members based on the researcher's own considerations with the number 126 determined based on Hair's formula. The method used in this research is quantitative, which is then analyzed using IBM SPSS Statistics. The results showed that financial literacy and brand awareness have a positive influence on customer decisions in choosing gold installment products. While the income and social environment variable have a negative influence on customer decisions in choosing gold installment products. It is hoped that this research will add to the scientific treasure in the field of economics, especially banking, and become input and additional information for Islamic banking in making policies.

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