PENGARUH REPUTASI, KEPERCAYAAN, DAN KOMUNIKASI WORD OF MOUTH TERHADAP NIAT MEMBUKA REKENING DI BANK SYARIAH MUAMALAT SURABAYA

The reputation of company, especially on banking industries has important role in creating trust on their consumer. When consumers already believe in the corporate reputation, they will be encouraged to promote the service industry by providing recommendations to the closest friends (Word of Mouth, WOM ) in order to jointly use the services provided by the banking industry. The purpose of the research to determine the effect of the bank's reputation on increasing the trust, trust on WOM and WOM on purchase intention customers to open accounts in Muamalat Islamic banking Indonesia Surabaya. In testing the hypothesis Purposes of the study to their can be based on the time of data collection. The study was cross - sectional research, in which the research object the bank Muamalat Indonesia of 125 respondents, they the customers by Conventional Banking in Surabaya. The analysis is by AMOS program with version 21.00 SEM analysis. The result is that there is significant effect of coorporate reputation, trust, and wom toward purchase intention customers to open accounts in Muamalat Islamic banking Indonesia Surabaya . Keywords: Coorporate Reputation, Trust, Word of Mouth, Purchase Intentio