MINAT NON-MUSLIM (KELUARGA MAHASISWA HINDU DHARMA) D.I. YOGYAKARTA MENJADI NASABAH BANK SYARIAH

Rizki Alfiandani, NIM.: 22208011029 (2024) MINAT NON-MUSLIM (KELUARGA MAHASISWA HINDU DHARMA) D.I. YOGYAKARTA MENJADI NASABAH BANK SYARIAH. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The aim of this research is to determine the influence of the marketing mix (product, promotion, place, price, people/employees, process, physical evidence), religiosity, and attitude on the interest of Keluarga Mahasiswa Hindu Dharma Yogyakarta in becoming customers of a Sharia bank. This study is a causal study, which aims to determine whether one variable can influence another variable. The population in this research consists of 125 individuals who are members of Keluarga Mahasiswa Hindu Dharma Yogyakarta. The sampling technique used is probability sampling and the method employed is simple random sampling. The data in this study were obtained through questionnaires. The data analysis method used in this research is the SEM-PLS method. The results of this study indicate that attitude has a positive influence on the interest of Keluarga Mahasiswa Hindu Dharma Yogyakarta in becoming customers of a Sharia bank. However, the elements of the marketing mix and religiosity do not influence the interest of Keluarga Mahasiswa Hindu Dharma Yogyakarta in becoming customers of a Sharia bank

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