PENGGUNAAN JASA BANK SYARIAH OLEH NASABAH BERDASAR PENGETAHUAN DAN KUALITAS PELAYANAN

The research is motivated by the importance of customer decisions in using Islamic Bank, so bank should increase customers’ knowledge through promotion and outreaching. The strategy of bank for maintaining and increasing the number of consumers is service. Good service quality can be a determining factor in customer decisions. Therefore this study used the issue of customer knowledge and service quality with the aim of knowing customer decisions. The formulation of the problem in this research are: does customer knowledge significantly influence customer decisions in using the service of PT. BPR Syariah Mitra Agro Usaha Bandar Lampung?,Does costumer knowledge and service quality significantly influence customer decision in using the services of PT.BPR Syariah Mitra Agro Usaha?, Does the quality of service have a significant effect on the customers’s decision to use the services of PT. BPR Syariah Mitra Agro Usaha Bandar Lampung?. This research used quantitative method and the type of research used associative research. Samples used customers at PT. BPR Syaria Mitra Agro Usaha Bandar Lampung as many 79 customers. The sampling technique used simple random sampling technique. The data source used primary data. The measurement in this study used a likert scale. The next step, the data were analyzed using the instrument test and data Validity and Realibity Test,Classical Assumptions Test and data analysis test to answer the problem formulation with the Multiple Linear Regression Test. The results of this study indicated that variables of customer knowledge and service quality have and a positive and significant effect on customer decisions partially. While the result of simultaneous testing there is a positive and significant influence on the variable of customer knowledge, service quality, and religiosity on customer decisions. From the results of the determinition test, it is known that the adjusted R square value of customer decions at PT. BPR Syariah Mitra Agro Usaha Bandar Lampung can be influenced by cutomer knowledge, service quality and religiosity while the rest is customer’s decision at PT. BPR Syariah Mitra Agro Usaha Bandar Lampung is influenced by other variables outside the study