Sumaya, Shelbi (2023) Pengaruhspromosisdan Pelayanansislam Terhadapskeputusan Nasabahsmenggunakan Produksbankssyariah (studi Padaspt.bank Riauskeprissyariah Cabang Siak). Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by the importance of promoting and providing Islamic services, which undoubtedly would influence the decisions of customers in using Sharia banking products at PT. Bank Riau Kepri Syariah Branch Siak. The purpose of this study was to determine the influence of promotion and Islamic services on customers' decisions to use Sharia banking products at PT. Bank Riau Kepri Syariah Branch Siak. The type of research used was field research, employing a quantitative approach, and the analysis tool used was multiple linear regression. The population in this study was the customers of PT. Bank Riau Kepri Syariah Branch Siak, with a total of 35,082 customers over the last 3 years, taken from December 2020 to December 2022. In this research, to determine the sample size, the researcher used the Krejcie and Morgan formula, resulting in a sample of 380 customers. The data analysis technique used in this research was multiple linear regression analysis, employing partial T-test, simultaneous F-test, and coefficient of determination (R2) test. The results of this study showed a significant influence between the promotion variable and the Islamic services variable on the customers' decision variable. The T-test results for the promotion variable showed a calculated t-value of 19.635 with a significance level of 0.000. Thus, it was found that the calculated t-value (19.635) > the tabulated t-value (1.649) or significance (0.000) < 0.05. This means that promotion had a positive and significant influence on customer decisions. As for the Islamic services variable, the T-test result showed a calculated t-value of 10.146 with a significance level of 0.000. Thus, it was found that the calculated t-value (10.146) > the tabulated t-value (1.649) or significance (0.000) < 0.05. This means that Islamic services had a positive and significant influence on customer decisions. The coefficient of determination (R2) test result was 0.716 or 71.6%. This means that 71.6% of customer decisions were influenced by promotion and Islamic services, while the remaining 28.4% was influenced by other variables not included in this study.

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