ANALISIS PENGARUH DIFERENSIASI PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA PERBANKAN SYARIAH (STUDI KASUS PADA BANK SYARIAH MANDIRI KOTA SEMARANG)

Abstract

The purpose of this research is to find out the effect of product differentiation, quality service, and brand image toward the purchasing decision. This research is descriptive research that describes the related objects to common purchasing decision. Population of this research is the residents all over Semarang who use syariah banking service at Bank Syariah Mandiri Semarang. Sample of this research is 100 respondents who use service at Bank Syariah Mandiri Semarang, taken by accidental sampling. The data is collected by spreading questionnaires and interview. The result of the research shows that all of independent variables (product differentiation, quality service, and brand image) have positively and significant affect purchasing decision of Bank Syariah Mandiri as dependent variable. It means that according to the consumers, the three independent variables are considered important to decide whether to purchase Bank Syariah Mandiri