THE EFFECT OF CONSUMER BEHAVIOR PURCHASE GOLD CREDIT PRODUCTS IN BANK MANDIRI SYARIAH

The purpose of this research is to know the influence of consumer behavior such as cultural factors, social factors, personal factors and psychological factors to the decision to purchase gold credit products at Bank Mandiri Syariah in Pasaman Barat Regency with the samples of 30 peoples. The sampling technique is by census. The research instrument is questionnaires. The data obtained then processed using multiple linear regresion analysis technique using spss. Testing statements conducted with the validity test and reliability test, classical assumption testing consisting of the test normality, linearity and heterokesidasitas. The test of multiple linear regression analysis showed that each variable used in this study has regression coefficient which can be made into a multiple regression equation as follows Y = 0,063 + 0,218X1 + 0,035X2 + 0,201X3 + 0,917X4, it can be concluded that culture factors and social factors have a positive influence on the purchase decision of gold credit products, while personal factors and psychological factors have a positive and significant influence on consumer decisions choosing gold credit products at Bank Syariah Mandiri.