Safitri, Despi Niza Harpin (2023) Pengaruh Promosi Terhadap Preferensi Nasabah Menggunakan Produk Pembiayaan Murabahah Di Pt. Bank Riau Kepri Syariah (perseroda) Marpoyan Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Customer preference is the level of customer favorite for a product which means that customers are satisfied with the product. The customer preferences are influenced by promotional factors. This study aims to investigate the influence of promotion on customer preferences in purchasing Murabahah products at Riau Kepri Sharia Bank of Marpoyan Pekanbaru. This is a quantitative descriptive study with a sample of 35 respondents. The data sources of the study are primary data and secondary data. The primary data are obtained from questionnaires distributed to the respondents. Meanwhile, the secondary data are obtained from books and journals related to the title of this study. The data analysis techniques of the study are a simple regression analysis using the T-test (Partial) and the Coefficient of Determination test (R2). The results of the study show that the promotion has a positive and significant influence on customer preferences in purchasing Murabahah products at Riau Kepri Sharia Bank of Marpoyan Pekanbaru. The results of the T-test show that the t-count (3.396) > t-table (1.692) and a significance value of 0.002 <0.05. Meanwhile, the test result for the coefficient of determination (R2) is 25.9%. It means that the promotion influences the customer preferences in purchasing Murabahah products at Riau Kepri Sharia Bank of Marpoyan Pekanbaru by 25.9% and the remaining 74.1% is influenced by other variables not included in this study.

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