Oktaviani, Berliana Anindya (2023) PERSEPSI, PENGETAHUAN, CITRA MEREK, & KUALITAS LAYANAN TERHADAP MINAT MAHASISWA MENJADI NASABAH BANK SYARIAH INDONESIA DI KOTA SEMARANG. Skripsi. (Submitted)
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Abstract
The study aims to understand the impact of perceptions, knowledge, brand image, and service quality on student interest in becoming a customer of Bank Syariah Indonesia in Semarang . In this study, used quantitative methods with non-probability sampling methods, namely purposive sampling and snowball sampling. This research used primary data with a sample of 100 respondents active at universities in the city of Semarang. Researchers use multiple linear regression as a data analysis technique. The results of this study indicate that : (1) perception has a positive and significant effect on customer interest; (2) knowledge has a positive and significant effect on customer interest; (3) brand image has no significant effect on customer interest; and (4) service quality has a positive and significant effect on customer interest.
| Item Type: | Article |
|---|---|
| Additional Information: | Penelitian ini memiliki tujuan untuk mengetahui gambaran pengaruh persepsi, pengetahuan, citra merek, & kualitas layanan terhadap minat mahasiswa menjadi nasabah Bank Syariah Indonesia di Kota Semarang. Dalam penelitian ini menggunakan metode kuantitatif dengan teknik sampling dengan metode non probability sampling yaitu purposive sampling dan snowball sampling. Penelitian menggunakan data primer dengan sampel 100 responden mahasiswa aktif pada perguruan tinggi di Kota Semarang. Peneliti menggunakan regresi linier berganda sebagai teknis analisis data. Berdasarkan hasil penelitian ini menunjukkan bahwa : (1) persepsi berpengaruh positif dan signifikan terhadap minat nasabah; (2) pengetahuan berpengaruh positif dan signifikan terhadap minat nasabah; (3) citra merek tidak berpengaruh secara signifikan terhadap minat nasabah; dan (4) kualitas layanan berpengaruh positif dan signifikan terhadap minat nasabah. |
| Uncontrolled Keywords: | Persepsi, Pengetahuan, Citra Merek, Kualitas Layanan, Minat Nasabah |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance H Social Sciences > HJ Public Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 22 Aug 2023 02:02 |
| Last Modified: | 22 Aug 2023 02:02 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1203 |
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