ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MASYARAKAT MUSLIM MEMILIH BANK KONVENSIONAL DARI PADA BANK SYARIAH (STUDI KASUS KECAMATAN BENAI)

This research is motivated by the existence of Benai sub-district which is close to conventional banks, namely BRI Bank. With the majority of the people of Benai sub-district who are Muslims influencing the community's decision to choose Conventional Banks over Islamic Banks. This is because the existence of conventional banks is easier to reach by the people of Benai sub-district than Islamic banks which are far from Benai sub-district.             This study aims to determine what factors influence the decision of the Muslim community in Benai sub-district to choose a conventional bank over a sharia bank and the most dominant factors affecting the decision of the Muslim community to choose a conventional bank over a sharia bank. This research is a qualitative research. The data can be grouped into two groups of data, qualitative and quantitative. Qualitative data are described in words or sentences, while quantitative data are presented with numbers and separated to obtain conclusions.             The results of this study indicate that the factors that influence the decision of the Muslim community in Benai sub-district to choose conventional banks over Islamic banks are Product, Price, Location, Promotion, Person / Employee, Process, and Physical Evidence. While the most dominant factor influencing the decision of the Muslim community in Benai sub-district to choose Conventional Banks over Islamic Banks is the location factor. With the existence of conventional banks that are closer to Benai sub-district than Islamic banks that are far from Benai sub-district which is only in the city center, namely Teluk Kuantan. Besides that, the percentage of the questionnaire processed was 99.24% of the people who chose to agree because it was caused by the location factor