PENGARUH PERSEPSI DAN RELIGIUSITAS NASABAH TERHADAP KEPUTUSAN MEMILIH PRODUK GADAI EMAS DI PT BANK SYARIAH MANDIRI KCP MEDAN ISKANDAR MUDA

This research was conducted to determine the impact of customer's perception and religiosity on the decision making to choose a gold pawning product at PT Bank Syariah Mandiri Medan KCP Iskandar Muda and to find out the most dominant variable which effect the decision of choosing a gold pawning product at PT Bank Syariah Medan KCP Medan Iskandar Muda. The dependent variable in this study was the decision to choose while the independent variable consisted of perception and speech.  The sample used in this study was 50 people. Data analysis method that used in this research is the multiple linear regression analysis, classic asumption test, T test, F test, coefficient of determination test. The results showed that perception and religiosity partially significantly influence customer decisions, also, perception and religiosity simultaneously have a significant effect on customer decisions. The most dominant variable which influence the decision to choose a product is perception with an R Square value of 29.8%, so that if customer perception continues to be improved it will affect the increase in the number of gold mortgage financing customers at Bank Syariah Mandiri Medan KCP Iskandar Muda.