ANALISIS PENGARUH DIFERENSIASI PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN JASA PERBANKAN SYARIAH (STUDI KASUS PADA BANK SYARIAH MANDIRI KOTA SEMARANG)

Abstract

In this globalization era business competition is very tight. It does not only apply global
business, but it is also feel on business competition in Indonesia. This applies to all areas
of business, including in the field of banking specifically for syariah banking. Bank
Syariah Mandiri present, perform, and grow as the bank that combine idealism with the
business of islamic values that underlie its operations, and in the field of islamic banking
bank the company sharia to be set hope up to have a good performance and attract
people to use the services of islamic banking which is managed by bank syariah mandiri.
The purpose of this research is to find out the effect of product differentiation, quality
service, and brand image toward the purchasing decision. This research is descriptive
research that describes the related objects to common purchasing decision.
Population of this research is the residents all over Semarang who use syariah banking
service at Bank Syariah Mandiri Semarang. Sample of this research is 100 respondents
who use service at Bank Syariah Mandiri Semarang, taken by accidental sampling. The
data is collected by spreading questionnaires and interview.
The result of the research shows that all of independent variables (product
differentiation, quality service, and brand image) have positively and significant affect
purchasing decision of Bank Syariah Mandiri as dependent variable. It means that
according to the consumers, the three independent variables are considered important to
decide whether to purchase Bank Syariah Mandiri.

Keywords: product differentiation, quality service, brand image, purchasing decision