INFLUENCE OF CONSUMERS’ KNOWLEDGE TOWARD PURCHASE DECISION TO BECOME CUSTOMER (CASE STUDY: PT BANK SYARIAH MANDIRI TBK, JABABEKA – CIKARANG BRANCH)

Abstract

The idea of this research arises due to problems that indicate the low understanding of people in Indonesia about the concept of Islamic banks. The purpose of this research was to determine consumer knowledge about Islamic banking and decisions to become customer, to determine how far the influences of consumer knowledge to decision to become costumer and to determine the type of knowledge most decisive decisions to become customer. The study was conducted by using a survey technique with distribute questionnaires to 365 customers deposit at PT Bank Syariah Mandiri Tbk, Jababeka – Cikarang Branch with non-probability sampling method and convenience sampling method as sub-sampling, then tested with validity and reliability test of the data obtained. Based on of the primary data or questionnaire results showed that the level knowledge of the customers regarding attributes of product, benefit of product, and product as value satisfaction has been classified as good. Also based on the results of calculations and statistical tests simultaneously with the multiple regression method using SPSS, indicates there are significant effect and strong contribution or influence of the independent variable (consumer knowledge about Islamic banking) to the dependent variable (the decision as a customer)