Analisis Pengaruh Strategi Pemasaran, Kualitas Keagamaan Dan Pengetahuan Nasabah Terhadap Keputusan Mahasiswa Muslim Fakultas Ekonomi Universitas MH Thamrin Kampus AKA Belum Menjadi Nasabah Bank Syariah

Abstrak

The objective of This study aims to analyze the effect of marketing strategy, religious quality and customer knowledge on muslim student decision at  Economics Faculty of University MH Thamrin Campus AKA. 

The research methodology use is quantitative method with cross section data and primary data obtained from questionnaires. Mechanical sampling using purposive sampling method with the data in 2019. The data analysis technique used is multiple linear regression to test the validity test, reliability test, model stability test, linearity test, normality test, classic assumption test (test multicollinearity, heteroscedasticity test) and hypothesis testing t-statistic and f-statistic to examine the effect together with a significance level of 5%. 

The results of this study showed that in partial variables marketing strategy, religious quality and customer knowledge has a positive and significant impact on the decision of Student. Meanwhile, independent variables of marketing strategy, 
religious quality and customer knowledge simultaneously have a significant relationship to the dependent variable of Muslim Student Decision. Coefficient of determination from this study shows 52.52% result, it shows that the variation of the independent variables are marketing strategy, religious quality and customer knowledge a able to explain the rise and fall of the dependent variable variation of Muslim Student Decision is 52.52%, while the remaining 47.48% affected by other independent variables