ANALYSIS OF CUSTOMER KNOWLEDGE TOWARD CUSTOMER DECISION (A CASE STUDY OF AT PT BANK BNI SYARIAH TBK)

Abstract

The researcher would like to present a research regarding the anomalies that occurred in PT BNI Syariah regarding the difference increasing the capital assets but somehow it didn’t influence with the customer who use BNI Syariah based on the saving account. This research concern on the decreasing of amount of saving account from 2010 to 2012. There are 3 variable that researcher tries identifying the influence between Attribute Product, Benefit Product and Value of Product as knowledge to Customer Decision. Furthermore, the researcher just only focuses on PT Bank BNI Syariah Tbk. Data use in this research is primary data was obtained from the questioner and spread to the student extension all major from 2010 to 2013 of President University. This research used panel data which using multiregression model where those are data had been tested by using the classic assumption test, such as: normality, autocorrelation, multicollinearity, and heteroscedasticity tests. The classic assumption tests indicate that the available data have fulfilled the condition to use multiregression model. Empirical evidence show as Attribute product, Benefit Product, and Value of product are significant simultaneous toward Customer Decision. However, in partially just only Value of product are significant toward Customer Decision, while on the other hand Attribute product and Benefit Product are not significant toward Customer Decision.