Determinants Of The Decision To Become An Islamic Bank Customer

Nurul Aisyah, Muhammad Rusdi, Abu Bakar Assidiq
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引用次数: 0

Abstract

This research investigates the influence of word of mouth, company image, and brand image on customers' decisions to become customers of Islamic banks. This research method is quantitative, using primary data through questionnaires. The research population includes all customers of Bank Sumsel Babel Syariah Palembang Branch. Samples were taken using an accidental sampling technique with 160 respondents. Data analysis was carried out using structural equation modelling using the Partial Least Square method. The research results show that word of mouth, company image, and brand image positively influence the decision to become a customer at an Islamic bank. The results of this research can complement existing theories and be a reference in developing Islamic banking policies, improving services, and customer interest in Islamic banks. In addition, the results of this research also provide valuable insights for future scientific research.
决定成为伊斯兰银行客户的决定因素
本研究调查了口碑、公司形象和品牌形象对客户决定成为伊斯兰银行客户的影响。本研究方法是定量的,通过问卷调查使用原始数据。研究人群包括银行Sumsel巴别塔伊斯兰巨港分行的所有客户。使用偶然抽样技术对160名受访者进行了抽样。数据分析采用偏最小二乘法的结构方程建模。研究结果表明,口碑、公司形象和品牌形象对成为伊斯兰银行客户的决定有积极的影响。本研究的结果可以补充现有的理论,并为制定伊斯兰银行政策,改善服务,提高客户对伊斯兰银行的兴趣提供参考。此外,本研究的结果也为未来的科学研究提供了有价值的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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11
审稿时长
16 weeks
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