PENGARUH MINAT, TINGKAT RELIGIUSITAS, PRODUK DAN PROMOSI TERHADAP KEPUTUSAN MENJADI NASABAH DI BANK MUAMALAT INDONESIA KANTOR CABANG KENDARI

ST. SAKINAH ANNISA (17050102057), S (2023) PENGARUH MINAT, TINGKAT RELIGIUSITAS, PRODUK DAN PROMOSI TERHADAP KEPUTUSAN MENJADI NASABAH DI BANK MUAMALAT INDONESIA KANTOR CABANG KENDARI. Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK
St. Sakinah Annisa (2022). Program Studi Perbankan Syariah Institut Agama Islam Negeri (IAIN) Kendari. Pengaruh Minat, Tingkat Religiusitas, Produk dan Promosi Terhadap Keputusan Menjadi Nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari. Dibimbing oleh Hj. Ummi Kalsum dan Abdul Wahid Mongkito Penelitian ini bertujuan untuk menguji pengaruh minat, tingkat religiusitas, produk dan promosi terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari. Penelitian ini mengunakan metode kuantitatif dengan jenis penelitian kautsal komparatif, dengan data rentang waktu bulanan dari Januari 2019 sampai dengan Mei 2021. Hasil penelitian menunjukkan bahwa (1) Minat berpengaruh signifikan terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari, (2) Tingkat religiusitas berpengaruh signifikan terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari, (3) Produk berpengaruh signifikan terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari, (4) Promosi berpengaruh signifikan terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari, (5) Minat, tingkat religiusitas, produk dan promosi berpengaruh signifikan secara bersama-sama terhadap keputusan menjadi nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari. Penelitian ini merekomendasikan penguatan minat nasabah, peningkatan kualitas produk, dan perlu di maksimalkannya cara mempromosikan produk pada calon nasabah di Bank Muamalat Indonesia Kantor Cabang Kendari sehingga dapat menarik minat nasabah untuk menabung.
Kata Kunci : Pengaruh Minat, Tingkat Religiusitas, Produk dan Promosi Terhadap Keputusan Menjadi Nasabah.

ABSTRACT
St. Sakinah Annisa (2020). Islamic Banking Program Studi State Islamic Institut Kendari. “The Effect of Interest, Level of Religiosity, Products and Promotions on the Decision Become a Customer in Bank Muamalat Indonesia Sub Branch Office Kendari”. Guided by Hj. Ummi Kalsum and Abdul Wahid Mongkito This study aims to examine the interest, level of religiosity, product and promotion of the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office. This study uses a quantitative method with a comparative causal research type, with monthly data span from January 2019 to May 2021. The results show that (1) Interest has a significant effect on the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office, (2) The level of religiosity has a significant effect on the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office, (3) Products have a significant effect on the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office, (4) Promotion has a significant effect on the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office, (5) Interest, religious level, product and promotion have a significant effect on the decision to become a customer at Bank Muamalat Indonesia Kendari Branch Office. This study recommends strengthening customer interest, improving product quality, and maximizing how to promote products to prospective customers at Bank Muamalat Indonesia Kendari Branch Office so that it can attract customers to save.
Keywords : Interest, Level of Religiosity, Product, Promotion, and Decision to Become a Customer.

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