ANALISIS FAKTOR SYARIAH, KELOMPOK REFERENSI DAN PERSEPSI TERHADAP KEPUTUSAN NASABAH MEMILIH BANK SYARIAH DI KOTA LHOKSEUMAWE

Abstract

The aim of this research is to analyze the influence of sharia factors, reference groups and perceptions on customer decisions in choosing a sharia bank in Lhokseumawe City. The theory used in this research is marketing management theory, especially those related to consumer behavior and purchasing decisions. The research method uses quantitative data analysis methods with multiple linear regression models. The number of samples in this study was 100 people. Technique to respondents. And the sample determination method uses Non Probability Sampling, with the sampling technique being accidental sampling. The research results show that simultaneously sharia variables, reference groups and perceptions have a significant influence on customers' decisions in choosing a sharia bank in Lhokseumawe City. Partially, the sharia and perception variables in Lhokseumawe City, while the reference group variable does not have a significant effect on customers' decisions in choosing a sharia bank in Lhokseumawe City.