Pengaruh Pengetahuan Konsumen, Religiusitas, Citra Merek, dan Kualitas Layanan Terhadap Keputusan Menjadi Nasabah di Bank Syariah Indonesia KCP Mojokerto Mojosari

Abstract

This study aims to analyze the influence of consumer knowledge, religiosity, brand image, and service quality on the decision to become a customer at Bank Syariah Indonesia KCP Mojokerto Mojosari. The study employs a quantitative approach with an associative research design. The population consists of customers of Bank Syariah Indonesia KCP Mojokerto Mojosari, while the sample comprises 100 respondents determined using the Slovin formula. Data were collected via questionnaires and analyzed using SPSS software. The analysis techniques included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that consumer knowledge, religiosity, brand image, and service quality have a positive and significant influence on the decision to become a customer, both individually and simultaneously. Service quality emerged as the most dominant variable influencing the customer decision. Thus, enhancing customer understanding, strengthening religious values, maintaining a positive brand image, and providing optimal service can encourage the public to become customers of Bank Syariah Indonesia.

Keywords: Consumer knowledge, religiosity, brand image, service quality, customer decision.