FAKTOR-FAKTOR YANG MEMPENGARUHI NASABAH MUSLIM DAN NON MUSLIM DALAM MEMILIH JASA PERBANKAN SYARIAH (Di Bank Syariah Mandiri (BSM) Cabang Yogyakarta dan Bank Pembangunan Daerah (BPD) DIY Syariah)

The observation of consumer behavior becomes an important consideration in the process of determining marketing strategies. This is because in general many companies in doing business with an emphasis on the philosophy of consumeroriented marketing, known as the marketing concept. The study involved 163 respondents who were customers of Islamic banks in BSM Yogyakarta and BPD DIY Shariah, the sample was collected by purposive sampling method. Purposive sampling technique was chosen because of constraints to obtain a list of customers of Islamic banks thus making impossible random. Although the sampling was done by using non-random, to generalize the results is still possible if supported by a large number of samples. The collected data were analyzed by using engineering models of inferential analysis and factor analysis. This study aimed to analyze determinants Muslims and non-Muslim consumers in choosing the Islamic banking services