PENGARUH PROMOTION MIX DAN BRAND IMAGE PRODUK SYARIAH TERHADAP KEPUTUSAN NASABAH MENABUNG PADA BANK SYARIAH INDONESIA KANTOR CABANG IMAM BONJOL MEULABOH ACEH BARAT

Abstract

The number of customers in 2020-2023 fluctuated, from 488 people in 2020, down to 403 customers and increasing again in 2022 to 494, until now there have been 619 customers who have utilized BSI KC Imam Bonjol Meulaboh sharia products. The fluctuation in the number of customers which on average tends to increase every year, is certainly influenced by many factors which in this study look specifically at the promotion mix and brand image factors of the bank. The purpose of the study was to determine the partial and simultaneous influence of the promotion mix and brand image variables of sharia products on customer decisions to save at Bank Syariah Indonesia, Imam Bonjol Meulaboh Branch Office, West Aceh. This study uses a quantitative approach and association research type. The population is 619 and the sample is 86. The data collection technique is a questionnaire. The results of the study showed that the promotion mix of BSI Imam Bonjol Meulaboh Branch customers partially had a significant effect on customer decisions. Brand image on BSI Imam Bonjol Meulaboh Branch customers partially has a significant effect on customer decisions. Promotion mix and brand image variables on BSI Imam Bonjol Meulaboh Branch customers simultaneously have a significant effect on customer decisions.

Keywords: Promotion mix, Brand image, Customer Decision.