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All Journal Journal Analytica Islamica
Tampubolon, Tasyah Maulida Sari
Universitas Islam Negeri Sumatera Utara
Religion Education

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THE EFFECT OF BANK SERVICE QUALITY AND PRICE ON CUSTOMER DECISIONS AT PT BANK BNI WITH BRAND IMAGE AS AN INTERVENING VARIABLE Tampubolon, Tasyah Maulida Sari; Fadli, Fadli; Munir, Erman
Journal Analytica Islamica Vol 15, No 1 (2026): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v14i3.27811

Abstract

This study aims to analyze the effect of bank service quality and price on customer decisions at PT Bank BNI, with brand image as an intervening variable. As one of the major banks in Indonesia, Bank BNI faces challenges in maintaining the appeal of its banking products amidst the increasing competition, especially with the rise of fintech-based financial services offering convenience and speed in transactions. The quality of service provided by the bank and its competitive pricing structure are crucial factors influencing customers' decisions to choose and continue using banking products. However, a strong brand image is believed to strengthen the relationship between service quality and price on customer decisions. Therefore, this study adopts a quantitative approach using path analysis to examine the relationships among these variables. Data were collected through surveys involving Bank BNI customers who use various banking services. The results of this study are expected to provide deeper insights into the role of service quality, price, and brand image in shaping customer decisions, and offer recommendations for the bank to enhance its competitiveness in an increasingly digital market.
Co-Authors Erman Munir Fadli Fadli