CITRA MEREK, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN MABRUR BRAND IMAGE, PROMOTION AND LOCATION OF DECISIONS CUSTOMER CHOOSES SAVINGS MABRUR

Nur'aeni Nur'aeni, Irma Fitriani, E. Mulya Syamsul

Abstract


The purpose of this study was to determine the effect of brand image, promotion and location on customers' decisions to choose mabrur savings at BSM KCP Rancaekek either partially or simultaneously. The object of research in this study is the decision of the BSM KCP Rancaekek mabrur savings customer. The research method is associative quantitative. This study uses primary data obtained through observation, interviews, literature study and questionnaires. The population is 590 people and the sample is incidental sampling using the Slovin formula totaling 85 customers. Data analysis and hypothesis test design using multiple correlation analysis, multiple regression analysis, determination coefficient analysis, t test and F test. Based on the results of the study, it can be concluded that partially and simultaneously there is a significant influence between brand image, promotion and location on customer decisions. choosing mabrur savings at Bank Syariah Mandiri Rancaekek with the results of the research showing that the value of Fhitung> Ftable (14.883> 2.48) with a significance value of 0.000 <0.1, then H0 is rejected and H1 is accepted.

Full Text:

PDF

References


A. dan N. Wulan Sari, “Pengaruh Kualitas Pelayanan Teller terhadap Loyalitas Nasabah Tabungan iB Hasanah di BNI Syariah Kantor kas Jatinangor," maps, vol. 1, no. 2, pp. 12–23, 2018, [Online]. Available: file:///D:/donlod 8.pdf.

A. B. Indratama and Y. Artanti, “Pengaruh Citra Merek Dan Promosi Penjualan Terhadap Keputusan Nasabah Memilih Tabungan Bank Syariah Mandiri,†J. Ilmu Manaj., vol. 2, pp. 1261–1272, 2014, [Online]. Available: https://jurnalmahasiswa.unesa.ac.id/index.php/jim/article/view/10246/10012.

A. Endro and F. Achmad, “Pengaruh Persepsi Kualitas Produk, Citra Merek Dan Promosi Terhadap Minat Beli Konsumen Ban Achilles Di Jakarta Selatan,†J. Mix, vol. V, no. 1, pp. 124–143, 2015.

Evi Nurhalisa, “Pengaruh Citra Merek; Promosi; dan Lokasi Terhadap Keputusan Nasabah Menabung di Bank Muamalat Indonesia Kantor Cabang Pembantu Blitar,†vol. lim, no. 2009, pp. 1–25, 2002, [Online]. Available: http://repo.iain-tulungagung.ac.id/11352/2/ABSTRAK.pdf.

Arum Agustina Kusnaningtyas, “Pengaruh Produk dan Promosi terhadap Keputusan Nasabah Menabung di BRI Syariah KCP Ponorogo,†IAIN Ponorogo, 2019.

A. Rakhmanita, “Faktor-Faktor Yang Mempengaruhi Keputusan Nasabah Pembiayaan Haji Memilih Pegadaian Syariah,†vol. 2, no. 2, pp. 233–238, 2018.

“Home | Bank Syariah Mandiri.†.

Makhdaleva Hanura Tajudin dan Ade Sofyan Mulazid, “pengaruh promosi, kepercayaan dan kesadaran merek tehadap keputusan nasabah menggunakan produk tabungan haji di Bank Syariah Mandiri KCP Sawangan Kota Depok,†Islamiconomic, vol. 8, no. 1, pp. 19–46, 2017, [Online]. Available: https://media.neliti.com/media/publications/255731-pengaruh-promosi-kepercayaan-dan-kesadar-cbac942d.pdf.

A. G. O. W. Rachmawati, “Pengaruh Consumer Knowledge, Brand Image, Religiusitas, Dan Lokasi Terhadap Keputusan Menjadi Nasabah Pada Bank Syariah,†Liquidity, vol. 8, no. 2, pp. 1–13, 2019, [Online]. Available: http://ojs.itb-ad.ac.id/index.php/LQ/article/view/336/190.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2017.

S. Siregar, Metode Penelitian Kuantitatif. Jakarta: Kencana, 2014.




DOI: http://dx.doi.org/10.31949/mr.v3i2.2439

Refbacks

  • There are currently no refbacks.