ANALISIS PENGARUH KUALITAS LAYANAN, KESADARAN MEREK, DAN RELIGIUSITAS TERHADAP KEPUTUSAN PENGGUNAAN JASA PERBANKAN SYARIAH (Studi Kasus pada Nasabah Bank Muamalat Indonesia di Kota Semarang)

Annisa Annisa, Yoestini Yoestini

Abstract


Sistem perbankan syariah saat ini menerima banyak dukungan dan penerimaan dari semua komunitas agama di seluruh dunia. Bank Muamalat Indonesia adalah bank syariah pertama yang dimiliki Indonesia. Berbagai upaya telah dilakukan Bank Muamalat Indonesia untuk menarik minat calon nasabah untuk menggunakan jasa Bank Muamalat Indonesia salah satunya yaitu memberikan berbagai macam layanan yang dapat membantu para nasabahnya dalam melakukan transaksi keuangan. Namun, dengan berbagai layanan yang telah ditawarkan kepadah nasabah, Bank Muamalat Indonesia masih belum bisa memenangkan persaingan di kategori tabungan syariah. Selain fenomena tersebut, dalam penelitian terdahulu ditemukan hasil yang belum konsisten antara kualitas layanan, kesadaran merek, dan religiusitas terhadap keputusan pembelian. Oleh karena ini, penelitian ini bertujuan untuk mengembangkan model konseptual untuk menggambarkan bagaimana kualitas layanan, kesadaran merek, dan religiusitas dapat mempengaruhi keputusan pembelian pada nasabah Bank Muamalat Indonesia di Kota Semarang. Pengambilan data pada penelitian ini melibatkan 104 responden dengan metode kueioner yang dibagikan secara online maupun offline. Penelitian ini mengambil responden yang merupakan nasabah Bank Muamalat Indonesia yang berdomisili di Kota Semarang. Data kemudian dianalisis secara kuantitatif menggunakan Analisis Regresi Linear Berganda dengan menggunakan program SPSS versi 24. Hasil penelitian ini menunjukkan bahwa kualitas layanan, kesadaran merek, dan religiusitas memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Hasil penelitian juga menunjukkan bahwa religiusitas memiliki pengaruh yang paling besar terhadap keputusan pembelian. Oleh karena itu, semua hipotesis pada penelitian ini diterima.

Kata Kunci: Kualitas Layanan, Kesadaran Merek, Religiusitas, Keputusan Pembelian, Perilaku Konsumen, Bank Muamalat Indonesia.

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DOI: http://dx.doi.org/10.29040/jap.v24i1.8747

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Jurnal Akuntansi dan Pajak, ISSN 1412-629X l E-ISSN 2579-3055

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