ANALISIS PENGARUH PERSEPSI, PERILAKU, DAN PREFERENSI NASABAH MUSLIM DALAM KEPUTUSAN MEMILIH LAYANAN BANK SYARIAH DI NTB (Studi Kasus pada Bank NTB Syariah Kecamatan Dompu Kabupaten Dompu)

Abstract

Sharia Banking is increasingly becoming the main choice for Muslim communities, especially in West Nusa Tenggara (NTB) Province. Considering that the majority of the population in NTB is Muslim, it is important to understand the elements that influence their decision to choose a sharia Bank. This research aims to analyze the impact of Muslim customers' perceptions, behavior and preferences on the decision to choose Bank NTB Syariah services. This research uses quantitative methods, by collecting data through questionnaires distributed to Bank NTB Syariah customers in Dompu Regency. The sample in this study was 100 respondents and the data processing used the SPSS data processing program. This research has fulfilled the Instrument Test, Normality Test, multiple linear regression test, classical assumption test, hypothesis test. The research results indicate that customer behavior and preferences do not significantly influence the customer's decision to choose the NTB sharia Bank, while the perceptions in this research significantly influence the customer's decision in choosing services at the NTB sharia Bank. This indicates that an important determining element in customer decisions is having a deep understanding of Sharia products and services

Keywords: NTB sharia banking, decision to choose services, behavior, perception, preferences.