Analisis Faktor Penentu Keputusan Konsumen dalam Memilih Jasa Perbankan Syariah

Abstract

This study aims to analyze the factors influencing consumer decisions in choosing Islamic banking services at Bank Syariah Indonesia (BSI) Aikmel Branch, East Lombok. The research employed an associative quantitative method with data collected through observation, interviews, and questionnaires distributed to 100 BSI customers. The variables examined include product, promotion, socio-cultural, personal, and sharia compliance. Data analysis was conducted using multiple linear regression. The results indicate that product, promotion, socio-cultural, and sharia compliance significantly and positively influence consumer decisions to choose Islamic banking services, while the personal factor shows no significant effect. Among these variables, sharia compliance is found to be the most dominant determinant of customer decisions. These findings highlight that sharia values play a central role in shaping consumer preferences toward Islamic banks. The study suggests that banks should focus on developing products tailored to local needs, intensifying digital promotion, and enhancing sharia financial literacy. This research provides insights for Islamic banks in formulating effective marketing strategies to strengthen their market share in the region.