Putro, Cahyono (2024) Faktor Budaya Dan Faktor Sosial Yang Mempengaruhi Pengambilan Keputusan Nasabah Memilih Bank Syariah Indonesia Kantor Cabang Pembantu Siak. Other thesis, Universitas Islam Riau.

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Abstract

THE INFLUENCE OF CULTURAL AND SOCIAL FACTORS ON CUSTOMERS' DECISION-MAKING IN CHOOSING INDONESIA SHARIA BANKING AT THE SIAK SUB-BRANCH OFFICE CAHYONO PUTRO NPM:192610171 This study analyzed the influence of cultural and social factors on customers' decisions to choose the Indonesian Sharia Bank (BSI) Siak Sub-Branch Office, aiming to provide insights into the factors that drive customers to save at the bank. The study focused on cultural and social factors, employing a quantitative survey approach involving bank customers as respondents. The cultural variable (X1) and social variable (X2) were analyzed using regression tests to measure their effects on customer decisions. The t-test results showed that cultural factors had a positive and significant influence on customer decisions, with a t-value of 2.326, greater than the t-table value of 1.649, and a probability value of 0.000 < 0.05, thus accepting the hypothesis. Social factors also demonstrated a significant and positive influence on customer decisions with similar results. The F-test showed a value of 4.934 with a probability of 0.001, below 0.05, indicating that the independent variables, culture and social factors, significantly influenced customer decisions simultaneously. These findings supported the theory of consumer behavior, emphasizing that cultural and social factors play a crucial role in shaping individuals' preferences and choices regarding products or services, particularly in the context of sharia-based financial services. The results imply that the management of the Indonesian Sharia Bank Siak Sub-Branch should continue to consider cultural and social aspects in their marketing strategies to enhance customer engagement.

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