PENGARUH PRODUK, PROMOSI DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMILIHAN KREDIT INVESTASI DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERATOR
Abstract
Banking sector plays an important role to support economic growth. However, nowadaysthe bankingindustry is facingkeen competition including Islamic bank. The success ofthe bankin orderto win the competitionis determinedbyunderstanding of customers’buying decisions. Among the broad concepts that are able to explain customer buying decisions namely product, promotion, brand equity, and religiosity. The purpose of this research is to investigate the moderating role of religiosity on the relationship between product, promotion, brand equity, and customers’ buying decisions.The respondentsofthe study is all customerof investment loans atIndonesia Muamalat Bank located in West Pasaman which accounted for 84 customers. Data were collected through questionnaire. The results of analysisdisplay that variables of product, promotion, brand equity, and religiosity were found to have positive and significant affect on customer decision of investment loan.However, variable of religiosity did not moderate the relationship between product, promotion, brand equity, and customers’ decision of investment loan. The findings of the study provide practical implication to head office of Indonesia Muamalat BankWest Pasaman that in order to increase the numbers of investment loan customers future, it is recommended to enhancing its product, promotion, and brand equity.
Keywords : Customer Buying Decision , Religiosity , Product , Promotion , and Brand Equity.
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