<![CDATA[The development of Sharia banking is increasing, the progress can be seen in the field of the economic sector where many commerce transactions are done in collaboration with inter-religious communities and even carried out by the cooperation between Muslim and non-Muslim communities. The orientation of marketing is how to package the process to meet consumers' needs and desires as the main target in making marketing successful by analyzing consumer behavior through consumer behavior analysis and how the brand image of Sharia banking products can give preference in deciding to buy the product. This research uses quantitative research methods with variables as Consumer Behavior (X1), Brand Image (X2), and Purchase Decision (Y). The research results are R Square (R2) or the square of the R value, which shows the coefficient of determination. This figure will be converted into a percent meaning that the percentage contribution of the influence of Muslim and Non-Muslim Consumers' Behavior variables on the Sharia Banking Product Purchase Decision variable. The R2 value is 0.836, meaning that the percentage contribution of the influence of the Brand Image of Sharia Banking Products on the Decision to Purchase Sharia Banking Products is 83.6%, while the remainder is influenced by other variables not included in this model. This increase (83.6%) is significant even though it is not as perfect as 100% in terms of impact.Keywords: Consumer Behavior; Brand Image; Purchasing Decisions; Banking AbstrakPerkembangan perbankan Syariah semakin maju,kemajuan bisa dilihat bidang ekonomi yang banyak perniagaan yang transaksi berkerjasama dengan antar umat beragama bahkan ada kerjasama yang di lakukan oleh masyarakat Muslim dan non muslim. Orientasi dari pemasaran yaitu bagaimana untuk mengemas proses untuk memenuhi kebutuhan dan keinginan konsumen sebagai sasaran utama dalam mensukseskan pemasaran dengan menganalisis perilaku konsumen melalui analisis perilaku konsumen dan bagaimana Brand Image produk bank Syariah yang bisa memberikan preferensi dalam memutuskan untuk membeli produk.penelitian ini menggunakan metode penelitian kuantitatif dengan variable perilaku konsumen (X1) dan Brand Image (X2 ) variable Keputusan Pembelian variable (Y). Hasil penelitian R Square (R2) atau kuadrad dari nilai R, yaitu menunjukkan koefisien determinasi.Angka ini akan diubah kebentuk persen, yang artinya persentase sumbangan pengaruuh variabel Perilaku Konsumen Muslim Dan Non Muslim terhadap variabel Keputusan Pembelian Produk Perbankan Syariah. Nilai R2 sebesar 0,836 artinya persentase sumbangan pengaruh Brand Image Produk Perbankan Syariah terhadap Keputusan Pembelian Produk Perbankan Syariah sebesar 83,6%, sedangkan sisanya diperngaruhi oleh variabel lain yang tidak dimasukkan dalam model ini. Angkat tersebut (83,6%) sudah termasuk signivikan walupun tidak sesempurna 100% dalam titik pengaruh.Kata kunci: Perilaku Konsumen; Brand Image; Keputusan Pembelian; Perbankan]]>
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