PENGARUH BRAND IMAGE, REFERENCE GROUP, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION (MAHASISWA) DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI WILAYAH JAKARTA SELATAN

The desire of a consumer to buy a product or service is influenced by the attitude they have, because this will be felt by consumers when determining the purchase intention of the product or service and deciding whether to use it again or not. Thus, this study aims to examine the effect of brand image, reference group, and religiosity on college purchase intention (students) in South Jakarta. Data collection techniques used an online questionnaire with a sample of 103 respondents in the South Jakarta area and had never used the services of a Sharia Bank. Data analysis using multiple regression analysis with SPSS 23 program. The conclusion of this study is that brand image has a significant positive effect on purchase intention, the reference group has a positive but not significant effect on purchase intention, and religiosity has a significant positive effect on purchase intention