Branding Islam dan Religiusitas Individu Pada Keputusan Nasabah Dalam Menggunakan Produk Bank Syariah
DOI:
https://doi.org/10.54268/baskara.v2i1.6197Keywords:
Branding, Islam, Keputusan, Religiusitas, SyariahAbstract
Minat masyarakat kepada praktik ekonomi syariah di Indonesia terlihat menggembirakan, terlihat dari banyaknya pertumbuhan lembaga bisnis dengan prinsip Syariah seperti Perbankan Syariah, hingga sektor bisnis Perhotelan Syariah, salahsatunya BMT Amanah Syariah di Kota Bekasi. Fakta menariknya, sebagian nasabah tidak memahami prinsip muamalah dalam keuangan syariah ketika memutuskan menjadi nasabah. Penelitian ini bertujuan mengukur pengaruh branding Islam dan religiusitas individu terhadap keputusan dalam menggunakan produk bank syariah. Metode yang digunakan adalah kuantitatif deskriptif dan verifikatif, dilakukan selama Desember 2019- Januari 2020, Teknik pengumpulan data melalui penyebaran kuesioner, wawancara singkat dengan narasumber, didukung dokumen dan referensi dari buku-buku, jurnal dan informasi lain. Hasil Penelitian diperoleh Branding Islam dan Nilai Religiusitas berpengaruh terhadap Keputusan Nasabah dalam memutuskan penggunaan produk keuangan syariah di BMT Amanah Syariah. Dari hasil olah data SPSS uji F, diketahui bahwa Hipotesis aternatif diterima artinya Branding Islam (X1) dan Religiusitas Individu (X2) secara simultan berpengaruh terhadap Keputusan Konsumen (Y). Kemudian juga diketahui bahwa Branding Islam (X1) dan Religiusitas Individu (X2) memberikan pengaruh sebesar 39,5% terhadap Keputusan Konsumen (Y). Sedangkan sisanya sebesar 60,5% merupakan kontribusi faktor lain diluar Branding Islam (X1) dan Religiusitas Individu (X2).References
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