ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN NASABAH DALAM MEMILIH BANK SYARIAH (STUDI KASUS PADA BANK MANDIRI SYARIAH CABANG BANDAR SRIBHAWONO LAMPUNG)

Islamic banking are not longer foreign to most Indonesian. The diversity of product and services offered by Islamic banking institutions provides broad opportunities for consummers to choose Islamic banking institutions that suit their needs. This study aims to examine the effect of product, price, promotion, location, service quality, and religiosity on the customer’s decision to choose Islamic banking on Bank Mandiri Sharia of branch Bandar Sribhawono Lampung. The population of this study are all customers of branch Bank Mandiri Sharia of Bandar Sribhawono Lampung is 9.799 customers. The sample of this study amounted to 100 people. The instrument of data collection using questionnaires with Likert scale. Hypothesis testing using multiple linear regression with SPSS version 20. From the results of multiple linear regression analysis showed that Product variables does not affect the customers decision in choosing Bank Mandiri Sharia of branch Bandar Sribhawono Lampung with a significant level (>0,05) and significant value equal to 0,443. Price does not affect the customers decision in choosing Bank Mandiri Sharia of branch Bandar Sribhawono Lampung with a significant level (>0,05) and significant value equal to 0,168. Promotion does not affect the customers decision in choosing Bank Mandiri Sharia of branch Bandar Sribhawono Lampung with a significant level (>0,05) and significant value equal to 0,230. Location does not affect the customers decision in choosing Bank Mandiri Sharia of branch Bandar Sribhawono Lampung with a significant level (>0,05) and significant value equal to 0,429. Service quality has a positive and significant impact on customers decision in choosing Bank Mandiri Sharia branch of Bandar Sribhawono Lampung with a significant level (<0,05) and influential equal to 0,049. Religiosity has a positive and significant impact on customers decision in choosing Bank Mandiri Sharia branch of Bandar Sribhawono Lampung with a significant level (