Keputusan Nasabah Dalam Memilih Jasa Perbankan Syariah Mandiri Cabang Kemang Berdasarkan Service Quality Dan Brand Image
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Institusion
STIE Indonesia Banking School
Author
Arman, Mita Silvana
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-16 01:36:30
Abstract :
The purpose of this research is to study the effect of service quality, brand image, to the customer's decision to choose bank syariah mandiri. This research object is bank syariah mandiri kemang and their customer This research uses random sampling method for distributing questionnaires to 155 responden data. The results of the questionnaire were analyzed using multiple linear regression analysis. This research has produced two results: first, the results of t-test showed that the variables Service Quality positive effect on the Purchase Decision and Brand Image positive influence on the Purchase Decision. The results showed that all independent variables (service quality, and brand image) has a positive and significant influence consumer decisions in choosing Bank Syariah Mandiri as the dependent variable. This means that according to the consumer, the two independent variables which is important to decide to choose Bank Syariah Mandiri Kemang Keywords: Service Quality, Brand Image, and Purchase Decision
The purpose of this research is to study the effect of service quality, brand image, to the customer's decision to choose bank syariah mandiri. This research object is bank syariah mandiri kemang and their customer This research uses random sampling method for distributing questionnaires to 155 responden data. The results of the questionnaire were analyzed using multiple linear regression analysis. This research has produced two results: first, the results of t-test showed that the variables Service Quality positive effect on the Purchase Decision and Brand Image positive influence on the Purchase Decision. The results showed that all independent variables (service quality, and brand image) has a positive and significant influence consumer decisions in choosing Bank Syariah Mandiri as the dependent variable. This means that according to the consumer, the two independent variables which is important to decide to choose Bank Syariah Mandiri Kemang Keywords: Service Quality, Brand Image, and Purchase Decision
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