Pengaruh Pelayanan dan Etika Pemasaran Islam Terhadap Keputusan Nasabah Memilih Produk dan Jasa Syariah Pada Bank Syariah Indonesia KCP Rengat

Muriyana, Desy (2022) Pengaruh Pelayanan dan Etika Pemasaran Islam Terhadap Keputusan Nasabah Memilih Produk dan Jasa Syariah Pada Bank Syariah Indonesia KCP Rengat. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this research is to find out how Islamic marketing services and ethics affect customer decisions in choosing products and services at Bank Syariah Indonesia KCP Rengat. The type of research used is field research using observation, questionnaires and decommentation as data collection tools. The population in this study, namely customers of Bank Syriah Indonesia KCP Rengat as many as 8,000 respondents. In this study to determine the number of samples, researchers used the Morgan formula so that a sample of 366 respondents was obtained. The data used in this study are primary and secondary data. The data analysis technique used in this research is the research instrument test, classical assumption test, and hypothesis testing. The process of calculating data using SPSS for windows 21.0. The results showed that the service variable (XI) of 0.635 had no significant effect on customer decisions, while the Islamic marketing ethics variable (X2) of 4.182 had a significant effect on customer decisions. Of the two variables, the most dominant influencing customer decisions to choose products and services is marketing ethics (X2). which can be seen from t count 4.182 > t table 2.250.

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