ANALISIS PENGARUH HEDONISME, RELIGIUSITAS, MOTIVASI DAN PROMOSI TERHADAP KEPUTUSAN MENJADI NASABAH PADA BANK SYARIAH INDONESIA (Studi kasus nasabah pada PT Bank Syariah Indonesia KCP Lawang)

Izza Nabilatul Nuha; Nur Diana; Arista Fauzi Sari

ANALISIS PENGARUH HEDONISME, RELIGIUSITAS, MOTIVASI DAN PROMOSI TERHADAP KEPUTUSAN MENJADI NASABAH PADA BANK SYARIAH INDONESIA (Studi kasus nasabah pada PT Bank Syariah Indonesia KCP Lawang)

Izza Nabilatul Nuha, Nur Diana, Arista Fauzi Sari

Abstract

Along with the development and growth of the sharia banking industry, Sharia Commercial Banks (BUS) compete fiercely in attracting public interest in saving at their respective banks. One of the strategies implemented is to provide bank products to the public to be promoted through print and electronic media. Promotional activities carried out by sharia banking are included in the bank's marketing management activities which must be carried out as effectively and efficiently as possible and able to attract public interest so that the bank's goals can be achieved well. The aim of this research is to determine and analyze the influence of these factors on the decision to become a customer. This research method is quantitative research with a correlational approach and the data collection method uses the questionnaire method. The number of samples in this research was 95 samples. Then the data analysis method in this research uses multiple linear regression analysis. The results of this research show that the variables hedonism, religiosity, motivation and promotion simultaneously influence the decision to become a customer at Bank Syariah Indonesia. Based on partial testing, the hedonism variable has a positive influence on the decision to become a customer at Bank Syariah Indonesia. The religiosity variable partially has a positive influence on the decision to become a customer at Bank Syariah Indonesia. the decision to become a customer at Bank Syariah Indonesia, the motivation variable partially has a positive effect on the decision to become a customer at Bank Syariah Indonesia, the promotion variable partially has a negative effect on the decision to become a customer at Bank Syariah Indonesia.

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