Effect of Products and Images on Customer Decisions in Choosing a Sharia Bank with Religiosity as a Moderating Variable (Case Study on Customers of PT Bank Syariah Mandiri Simalungun Trade Support Branch)
Perkasa Al Khudri Ichwan, P. Ginting, Arlina Nurbaity Lubis
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Abstract
This study aims to determine the effect of products and images on customer decisions in choosing a sharia bank with religiosity as a moderating variable. The population in this study were customers of PT Bank Syariah Mandiri Simalungun Trade Support Branch, namely customers who have accounts, funding product accounts or individual financing, not corporate customers and are not customers because they work in a company (such as a payroll account). The population is 2,400 customers. Sampling using cluster sampling. The analytical method used in this study is a descriptive method and the analysis technique used is structural equation modeling-partial least squares (SEM-PLS). The results showed a significant effect of products and images variables on customer decisions in choosing a sharia bank, while religiosity was not significant in moderating the effect of products and images on customer decisions in choosing sharia bank.
以宗教信仰为调节变量的产品和形象对客户选择伊斯兰银行决策的影响(以PT Bank ysariah Mandiri Simalungun贸易支持分行客户为例)
本研究旨在确定产品和形象对客户选择伊斯兰银行决策的影响，其中宗教信仰为调节变量。本研究中的人群是PT Bank Syariah Mandiri Simalungun Trade Support Branch的客户，即拥有账户、融资产品账户或个人融资的客户，而不是公司客户，也不是因为他们在公司工作(如工资账户)而成为客户。这里有2400名顾客。使用聚类抽样进行抽样。本研究采用描述性分析方法，分析技术为结构方程模型-偏最小二乘(SEM-PLS)。结果表明，产品和形象变量对客户选择伊斯兰银行的决策有显著影响，而宗教信仰对产品和形象对客户选择伊斯兰银行的决策的影响不显著。
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