ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN NASABAH MUSLIM UNTUK MEMILIH BANK KONVENSIONAL (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM UIN SUNAN KALIJAGA)

The study of the decision to choose a bank is essentially influenced by many factors. Families, reference groups, and product quality in this case are important factors that influence a person in deciding which bank he will use. Banks have become financial institutions that can not be separated from the community. The customer becomes an important element for a bank, because without the customer, the bank's operational activities will not run smoothly. The customer is also a source of funding for the bank. Banks will compete to compete to reach as many customers as possible. Dual banking system that is syariah bank and conventional bank that exist in Indonesia give more choice for customers to choose bank according to their respective requirement. In this context students as clients have the right to decide what bank they will use. In the decision making process to select a bank by the customer allegedly influenced by family, reference group, and product quality. This study is an empirical study that aims to determine the influence of family, reference groups and product quality on the decision of Muslim customers to choose a conventional bank. The object of research used in this study is the students of the Faculty of Economics and Islamic Business with the number of samples of 100 students. This research uses quantitative analysis method with multiple linear regression test and hypothesis testing with the help of SPSS 19. Result of partial hypothesis test (t test) got that family variable (X1) has tcount (3,599) bigger than ttable (1,97) with significance significance level equal to 0,001 less than 0,05 with coefficient value 0,207. The reference group variable (X2) has a tcount value of (1.733) which is smaller than ttable (1.97) with a probability significance level of 0.086 with a coefficient value of 0.109. Product quality variable (X3) has a tcount of (4,883) which is bigger than ttable (1.97) with significance significance level 0.000 with coefficient value 0,307. From the results of statistical test data above is known that the family variable and product quality proved to have a positive and significant impact on the decision of Muslim customers to choose a conventional bank while reference group variable proved not to have an effect