PENGARUH KUALITAS PELAYANAN, PRODUK, LOKASI, DAN BRAND IMAGE TERHADAP KEPUTUSAN MENJADI NASABAH BANK SYARIAH (STUDI KASUS PADA MAHASISWA FAI UMY)

This study aims to determine the influence of service quality, product, location, and brand image on the decision to become a customer of Islamic banks. Case studies were conducted at FAI UMY students. This research is causal which aims to find out whether one variable can affect other variables. The sample of this study were 100 respondents using a convenience sampling method. Data in this study were obtained through questionnaires and interviews. Data analysis methods used in this study are the validity test, reliability test, classic assumption test, and multiple linear regression analysis with IBM SPSS 20. This research shows that the quality of services and products does not significantly influence the decision to become a customer of Islamic banks. while the location and brand image significantly influence the decision to become an Islamic bank customer