Pengaruh product image, religiusitas dan word of mouth terhadap keputusan nasabah memilih produk Bank Syariah Indonesia
Studi pada mahasiswa perantau Madura di Kota Malang
Abstract
This research aims to determine the influence of product image, religiosity and word of mouth on customers' decisions to choose Indonesian sharia bank products (study of Madurese migrant students in the city of Malang). This research method uses quantitative research. The sampling technique in this research used a purposive sampling technique. The research sample consisted of 90 respondents. The research results show that the product image and word of mouth variables have a significant influence on customers' decisions to choose Bank Syariah Indonesia products in Malang City. Meanwhile, the religiosity variable has no influence on customers' decisions to choose Bank Syariah Indonesia products in Malang City. The variables product image, religiosity, and word of mouth simultaneously or simultaneously have a significant influence on customers' decisions to choose Bank Syariah Indonesia products in Malang City.
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