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All Journal JURNAL MANAJEMEN MOTIVASI
Laurence, Calvin Audie
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Equity and Internet Banking Services on the Decision to Become a Customer of an Indonesian Islamic Bank Saputri, Khana; Laurence, Calvin Audie; Winata, Frederick; Andrian Cuaca, Albert; Fauzi Rambe, Muis
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8966

Abstract

This study aims to analyze the effect of brand equity and internet banking service quality on the decision to become a customer of Bank Syariah Indonesia (BSI). This quantitative study involved 100 active users of BSI Internet Banking selected through simple random sampling. Data were analyzed using SEM-PLS with SmartPLS 4.0 software. The results show that brand equity (β = 0.476; p < 0.05) and internet banking service quality (β = 0.406; p < 0.05) have a positive and significant effect on the decision to become a BSI customer. The R-square value of 0.656 indicates that both variables explain 36% of customer decisions. These findings highlight the importance of strengthening brand value and improving digital banking service quality to increase customer decisions in Islamic banking institutions.
Co-Authors Andrian Cuaca, Albert Fauzi Rambe, Muis Khana Saputri Winata, Frederick