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)

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.