PENGARUH CITRA PERUSAHAAN, KUALITAS LAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN MENJADI NASABAH DI BANK UMUM SYARIAH YOGYAKARTA (Studi Kasus Perbankan Syariah Yogyakarta)

This study aims to explain the effect of corporate image, service quality, and word of mouth on the decision process to become a customer at the Yogyakarta Islamic commercial bank. The dependent variable in this study is the customer decision process. While the independent variables in this study are company image, service quality, and word of mouth. The population in this study is the customers of the Syariah Commercial Bank Yogyakarta. The sampling method used was saturated sample or all respondents in the study population were 100 people. Data collection was carried out by distributing questionnaires. The analysis used is multiple linear regression techniques. The results of the analysis show that company image, service quality, and word of mouth have a positive effect on the decision process to become a customer