PENGARUH KUALITAS PELAYANAN, KEMUDAHAN TRANSAKSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN MASYARAKAT MENJADI NASABAH DI BANK SYARIAH BUKOPIN

This study aims to examine the effect of service quality, ease of transactions and word of mouth on community decisions to become customers at Bank Syariah Bukopin KC. Yogyakarta. The population in this study were all customers of Bank Syariah Bukopin KC. Yogyakarta with 80 respondents. The selection of samples was done by using the sampling method using nonprobability sampling using the purposive sampling method. The analytical method used is multiple linear regression with SPSS 23 tools. The results of this study indicate that the proposed hypothesis is accepted, namely there are effects of ease of transactions and word of mouth on the decision of the community to become customers at Bank Syariah Bukopin KC. Yogyakarta with a significant level of 0,000 and 0.001 respectively. Whereas, service quality has no significant effect on community decisions with a significant level of 0.192. From the statistical analysis shows that service quality, ease of transactions and word of mouth have the influence of the remaining 45.3%, 54.7% influenced by other factors