FAKTOR-FAKTOR YANG MEMPENGARUHI MON MUSLIM MENJADI NASABAH BANK SYARIAH (STUDI KASUS BANK PEMBIAYAAN RAKYAT SYARIAH SE-DIY)

The development of Islamic banking services received a positive response among non-Muslims. This is inversely proportional to Indonesian society whose majority of the adherents of the religion are Islam. This study aims to examine and analyze the factors that influence non-Muslims to become customers of BPR Syariah (BPRS) in the Special Region of Yogyakarta. The population in this study were non-Muslim customers of BPR Syariah (BPRS) in the Special Region of Yogyakarta. The data used in this study are primary data collected through questionnaires and interviews with respondents. In total there were 100 respondents from 12 Sharia BPR (BPRS) throughout Yogyakarta Special Region. The data analysis used in this study is multiple linear regression analysis using AMOS. The results of this study are the variables of price, promotion and location have an effect on the decision of nonMuslims to become customers in BPR Syariah (BPRS) in the Special Region of Yogyakarta, while the product variable has no effect