ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PREFERENSI NASABAH MEMILIH PRODUK KPR SYARI’AH (STUDI KASUS PADA BANK BTN SYARI’AH YOGYAKARTA)

This study aims to analyze the Factors Influencing Customers' Preferences for Choosing Sharia Mortgage Products (Case Study at BTN Sharia Yogyakarta). This type of research is quantitative descriptive using primary and secondary data. Primary data were obtained through a questionnaire in the form of a Likert scale, while secondary data were obtained through reference books, journals, theses. Primary data in the form of questionnaires were analyzed using multiple linear regression analysis methods using IBM SPSS version 20. The method of taking sampling in this study is by purposive sampling. The results showed that the variables of religiosity (X1), product factors (X2), service factors (X3), price factors (X4), income factors (X5) simultaneously had a significant effect on customer preferences in choosing sharia mortgage products. Whereas based on partial testing (t test) there are only 3 factors that have a significant positive effect, namely religiosity factor (X1), product factor (X2) and service factor (X3). The coefficient of determination (R2) of 75.1% shows that the dependent variable (Y), namely customer preferences can be explained by the independent variable religiosity factor, product factor, and service factor of 75.1%. While the remaining 24.9% can be explained by other variables not explained in this study