DETERMINANTS OF THE DECISION TO BECOME A CUSTOMER OF BANK MUAMALAT KC KEDIRI

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Published: Dec 31, 2024
DOI: https://doi.org/10.19109/szh17r90
Keywords:
Customer Decision, Digital Marketing, Islamic Branding, Personal Selling, Product Quality

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Ilma Sufia
UIN Maulana Malik Ibrahim Malang
Yayuk Sri Rahayu
UIN Maulana Malik Ibrahim Malang

Abstract

This study aims to determine the effect of Islamic branding, product quality, personal selling, and digital marketing on customer decisions. The research methodology used is a quantitative approach. Using accidental sampling and purposive sampling methods . The data used in this study are data from questionnaires distributed to customers of Bank Muamalat KC Kediri which are used as research objects. The number of samples used in this study were 148 respondents. In this study using multiple linear regression analysis. The results showed that partially Islamic branding, product quality, and digital marketing variables had no significant effect on the decision to become a customer. However, the personal selling variable partially has a significant effect on the decision to become a customer. The conclusion of this study is that partially the personal selling variable has a significant effect on the decision to become a customer of Bank Muamalat KC Kediri. While the variable Islamic branding, product quality, digital marketing has no significant effect on the decision to become a customer of Bank Muamalat KC Kediri. And simultaneously the four variables have a positive and significant effect on the decision to become a customer of Bank Muamalat KC Kediri.

Article Details

How to Cite
DETERMINANTS OF THE DECISION TO BECOME A CUSTOMER OF BANK MUAMALAT KC KEDIRI. (2024). I-Finance: A Research Journal on Islamic Finance, 10(2), 436-451. https://doi.org/10.19109/szh17r90
Issue
Vol. 10 No. 2 (2024): I-FINANCE: a Research Journal on Islamic Finance
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Artikel

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I-Finance by http://jurnal.radenfatah.ac.id/index.php/I-Finance is lincensed under a Creative Commons Attribution-ShareAlike 4.0 International Lisence.

How to Cite

DETERMINANTS OF THE DECISION TO BECOME A CUSTOMER OF BANK MUAMALAT KC KEDIRI. (2024). I-Finance: A Research Journal on Islamic Finance, 10(2), 436-451. https://doi.org/10.19109/szh17r90

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