Bertuah : Jurnal Syariah dan Ekonomi Islam
Vol. 5 No. 3 (2024): Bertuah: Jurnal Syariah dan Ekonomi Islam (Special Issue)

The Influence of Consumer Knowledge and Brand Image on the Decision to Become a BTN Syariah Jambi Customer

Fermana, Rachmad (Unknown)
Anita, Efni (Unknown)
Syahrizal, Ahmad (Unknown)

Article Info

Publish Date
18 Sep 2024

Abstract

Islamic Bank is a financial institution that runs its business activities based on Islamic principles and sharia. The decision to become a customer of an Islamic bank can be influenced by several factors, including consumer knowledge and brand image. This study aims to determine the simultaneous and partial influence of consumer knowledge and brand image on the decision to become a customer of BTN Syariah Jambi. The sample from this research was 80 customers of the BTN Syariah Jambi. The research results show that consumer knowledge (X1) and brand image (X2) simultaneously have a significant influence on customer decisions. This is proven by the Adjusted R square (coefficient of determination) value of 88,6%.

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Journal Info
Bertuah : Jurnal Syariah dan Ekonomi Islam
Website

Abbrev

Bertuah

Publisher

Sekolah Tinggi Agama Islam Negeri Bengkalis

Subject

Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

Description

Bertuah is a journal that aimed at spreading the research results conducted by academicians, researchers, and practitioners in the field of Syariah and Economy. The journal is published periodically twice a year, i.e., every April (first edition) and October (second ...