Image of P E N G A R U H B R A N D I M A G E D A N B A U R A N P E M A S A R A N TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN PRODUK PEMBIAYAAN DI BMT TUMANG KARANGANYAR

SKRIPSI PBS

P E N G A R U H B R A N D I M A G E D A N B A U R A N P E M A S A R A N TERHADAP KEPUTUSAN NASABAH DALAM MENGGUNAKAN PRODUK PEMBIAYAAN DI BMT TUMANG KARANGANYAR

ABSTRACT The development of Islamic financial institutions today is relatively rapid, especially in microfinance institutions such as Baitul mal wat tamwi (BMT). However, the enthusiasts are different from those of conventional Islamic financial institutions. So this study aims to measure the effect of brand image and marketing mix on customer decisions in using financing products at BMT Tumang. This study uses a quantitative approach with a population of 281 BMT Tumang Karanganyar customers who use financing products. The sample in this study was 85 respondents with the sampling method using convenience sampling. The data analysis technique uses Structural Equation Modeling, namely the Partial Least Square (PLS) method using SmartPLS version 4. The results of this study indicate that: 1)corporate image variables effect customer decisions shown by t-statistic 1,522 and p-values 0,128>0.05, 2)user image variables do not effect customer decisions shown by t-statistic 1,650 and p-values 0,099>0,05, 3)product image variables effect customer decisions shown by t-statistic 1,998 and p-values 0,046 < 0,05, 4) product variables do not affect customer decisions shown by t-statistic 0.718 and p-values 0.473 > 0.05, 5) promotion variables have no effect on customer decisions shown by t-statistic 0.250 and p-values 0.803> 0.05, 6) the place variable does not affect customer decisions shown t-statistic 0.299 and p-values 0.765> 0.05, 7) price variable does not affect customer decisions shown t-statistic 1.522 and p-values 0.128 > 0.05. So it can be concluded that corporate and product image variables affect customer decisions. In contrast, user image, product, promotion, place, and price variables do not affect customer decisions. Keywords: Brand Image, Marketing Mix, Customer Decision.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.1 ZAL p 23
Penerbit
SUKOHARJO : Perbankan Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 97 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.1
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Perbankan Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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