FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT NASABAH DALAM MEMILIH PEMBIAYAAN AKAD MURABAHAH PADA BANK SYARIAH INDONESIA
DOI:
https://doi.org/10.70281/ygsvdh32Keywords:
Product, Price, Place, Promotion, Customer Interest, MurabahahAbstract
This study aims to determine the partial and simultaneous effects of Product, Price, Place, and Promotion on customer interest in choosing murabahah financing at Bank Syariah Indonesia KCP Stabat. This study employed a quantitative approach using a causal associative research design with a cross-sectional survey. The sample consisted of 100 respondents selected using purposive sampling. Data were collected through questionnaires, observation, documentation, and literature review. Data analysis included descriptive statistics, validity testing, reliability testing, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results showed that Product (X1) had a significant effect on Customer Interest (Y), with a t-value of 5.829 and Sig. <0.001; Price (X2) with a t-value of 5.740 and Sig. <0.001; Place (X3) with a t-value of 5.144 and Sig. <0.001; and Promotion (X4) with a t-value of 4.161 and Sig. <0.001. Simultaneously, Product, Price, Place, and Promotion had a significant effect on Customer Interest, with an F-value of 26.685 and Sig. <0.001. The coefficient of determination (R²) of 0.529 indicates that 52.9% of the variation in Customer Interest can be explained by the four variables, while the remaining 47.1% is associated with other factors outside the model. Thus, both main research hypotheses were supported by the statistical results.
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