Pengaruh Brand Equity, Brand Awareness dan pelayanan Islami terhadap keputusan menjadi nasabah Bank Jabar Banten Syariah (BJBS) KCP Padalarang Bandung Barat

Ramdan, Rahmat Nur (2023) Pengaruh Brand Equity, Brand Awareness dan pelayanan Islami terhadap keputusan menjadi nasabah Bank Jabar Banten Syariah (BJBS) KCP Padalarang Bandung Barat. Masters thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

The decision is a thought process, answering doubts about the quantity and quality of the brand to achieve the goal. One of the factors is brand equity, brand awareness and Islamic services in increasing customer decisions. This study seeks to determine whether brand equity, brand awareness and Islamic services on the decision to become a customer, especially at BJB sharia Padalarang West Bandung. This research was conducted with a quantitative approach and survey method using a questionnaire. The research population is 1000 people, while the sample is 285 people filling out the distributed questionnaires. The results show that the hypothesis is accepted or in other words Brand Equity (X1), Brand Awareness (X2) and Islamic Services (X3) simultaneously have a significant effect on the decision to become a customer (Y). The significance value (Sig) is 0.000 < 0, 05. Shows that brand equity (X1) has an effect on the decision to become a customer (Y) with a value of r = 0.419 at a significance level of 0.05. While the determination is R Square = 0.176 or it can be said that the Y variable is influenced by the X1 variable by 41.9%. While the magnitude of the coefficient of determination means that the magnitude of the decision variable to become a customer is 17.6% influenced by brand equity while the remaining 58.1% is influenced by other factors. Shows that Brand awareness (X2) affects the decision to become a customer (Y) with a value of r = 0.469 at a significance level of 0.05. While the determination is R Square = 0.220 or it can be said that the Y variable is influenced by the X1 variable by 46.9%. While the magnitude of the coefficient of determination means that the magnitude of the decision variable to become a customer is 22.0% influenced by Brand Awareness while the remaining 53.1% is influenced by other factors. Shows that Islamic services (X3) have an effect on the decision to become a customer (Y) with a value of r = 0.480 at a significance level of 0.05. While the determination is R Square = 0.230 or it can be said that the Y variable is influenced by the X1 variable by 48.0%. While the magnitude of the coefficient of determination means that the magnitude of the decision variable to become a customer is 23.0% influenced by Islamic services while the remaining 52% is influenced by other factors. Improving the decision to become a customer (Y) is positively influenced by three determinant factors together, namely; Brand Equity, Brand Awareness and Islamic Services are suggestions for making improvement decisions. Based on the conclusions and it is recommended that: Brand Equity, Brand Awareness and Islamic Services should be further improved in creating customer decisions so that the increase in customers will increase in each period of time.

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