Analisis Faktor Faktor yang Mempengaruhi Keputusan Nasabah dalam Memilih Produk KPR Syariah: Studi kasus Bank BTN Syariah KCU Kota Bogor

Abstract

Home is a basic necessity other than clothing and food. For Indonesians, the home is a reflection for everyone, both individuals and families.Population growth, lifestyle, technological advances and increasingly advanced and dynamic socioeconomic needs make the problem of housing and settlement a sustainable problem and even more increasing every year. This study aims to find out whether perception, promotion and service factors influence customer decisions in choosing Sharia KPR products at Bank BTN Syariah KCU Bogor City. This research method uses quantitative methods using multiple linear regression analysis with the help of SPSS software version 20. The data collection technique in this study used interviews and questionnaires with the announcement of all KPR products of Bank BTN Syariah KCU Bogor City, totaling 200 people.The sempel retrieval technique uses a non-probability sampling technique with a total of 100 sempels using the slovin formula. From several hypotheses proposed, the results of the research obtained show that the variables of perception, promotion and service simultaneously have a significant effect on customer decisions in choosing Sharia KPR products at Bank BTN Syariah KCU Bogor City.From the results of this study, the advice that can be given is that Bank BTN Syariah needs to provide an evaluation of effective promotion and socialization in order to maintain customer interest, and there is a need for innovative and creative promotions to attract more customers, and must be more aggressive in providing an understanding of Sharia mortgages to the wider community both in the city and in rural areas.

Keywords : Perception, promotion, service, customer decisions