Pengaruh Citra Halal Produk Dan Kualitas Layanan Terhadap Keputusan Nasabah Menggunakan Cicil Emas Bank Syariah Indonesia (Studi Kasus pada Bank Syariah Indonesia KCP Malang Lawang)

Nurul Mauila, Dwiyani Sudaryanti, Dewi Fakhriyyah

Abstract


This study aims to determine the influence of Halal Product Image and Service Quality on Customer Decisions to use the Gold Installment program at Bank Syariah Indonesia (BSI) KCP Malang Lawang. This research is a case study on customers of KCP Malang Lawang who have used or are currently using the Gold Installment program, with a total of 100 respondents. The sampling technique used was purposive sampling. Data analysis was performed using SPSS version 26 software. The results show that the variables Halal Product Image and Service Quality partially have a significant effect on customer decisions to use the Gold Installment program. These findings prove that digital promotions, discounts, and consumer reviews regarding Halal Product Image and Service Quality play an important role in influencing customer behavior in using the Gold Installment product at Bank Syariah Indonesia (BSI) KCP Malang Lawang.

Keywords: Halal product image, service quality, customer decisions, BSI gold installment.


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