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All Journal JPS (Jurnal Perbankan Syariah) lentera jurnal manajemen
Muhammad Rusdi
Universitas Islam Negeri Raden Fatah Palembang, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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Determinants Of The Decision To Become An Islamic Bank Customer Nurul Aisyah; Muhammad Rusdi; Abu Bakar Assidiq
JPS (Jurnal Perbankan Syariah) Vol 4 No 2 (2023): JPS (Jurnal Perbankan Syariah) - October
Publisher : LPPM ISNJ Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46367/jps.v4i2.1226

Abstract

This research investigates the influence of word of mouth, company image, and brand image on customers' decisions to become customers of Islamic banks. This research method is quantitative, using primary data through questionnaires. The research population includes all customers of Bank Sumsel Babel Syariah Palembang Branch. Samples were taken using an accidental sampling technique with 160 respondents. Data analysis was carried out using structural equation modelling using the Partial Least Square method. The research results show that word of mouth, company image, and brand image positively influence the decision to become a customer at an Islamic bank. The results of this research can complement existing theories and be a reference in developing Islamic banking policies, improving services, and customer interest in Islamic banks. In addition, the results of this research also provide valuable insights for future scientific research.
PENGARUH ISLAMIC LIFESTYLE, BRAND AWARENESS DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB RABBANI DI KOTA PALEMBANG Ameliah; Muhammad Rusdi; Safira Elfadillah
Lentera Jurnal Manajemen Vol. 4 No. 2 (2026): Lentera Jurnal Manajemen
Publisher : Lentera Ilmu Madani

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Abstract

The growth of the Muslim fashion industry in Indonesia, particularly hijab products, has steadily increased annually, driving competition between brands. This situation requires companies to understand the factors influencing consumer decisions, particularly those related to Islamic lifestyle, brand awareness, and social media marketing, which influence purchasing decisions for Rabbani hijab products in Palembang. This study employed a quantitative approach with a purposive sampling technique. The population consisted of consumers residing in Palembang who had purchased and used Rabbani hijab products. A sample of 102 respondents was selected using the hair et al. formula. Data collection was conducted through a questionnaire with a Likert scale. Data analysis techniques used included classical assumption testing, multiple linear regression, and hypothesis testing using SPSS version 25 software. The results showed that Islamic lifestyle had a positive and significant effect on purchasing decisions, as evidenced by a t-value of 2.298 and a significance level of 0.000 < 0.05. Brand awareness also had a positive and significant effect on purchasing decisions, with a t-value of 5.722 and a significance level of 0.000 < 0.05. Furthermore, social media marketing had a positive and significant effect on purchasing decisions, with a t-value of 9.940 and a significance level of 0.000 < 0.05, and was the most dominant variable influencing purchasing decisions. Simultaneously, all three independent variables significantly influenced purchasing decisions, with a coefficient of determination (R²) of 0.914, indicating that 91.4% of the variation in purchasing decisions can be explained by Islamic lifestyle, brand awareness, and social media marketing, while the remaining 8.6% was influenced by factors outside the study. Keywords: Islamic Lifestyle, Brand Awareness, Social Media Marketing, Purchasing Decisions.
Co-Authors Abu Bakar Assidiq Ameliah Nurul Aisyah Safira Elfadillah