Pengaruh Bagi Hasil, Brand Trust dan Kualitas Pelayanan terhadap Keputusan Nasabah Menggunakan Tabungan (Mudharabah) pada PT Bank Aceh Syariah KCP UIN Darussalam Kota Banda Aceh

Abstract

The rapid economic growth at this time, of course, affects people's behavior in determining decisions to save their funds. Therefore, banks are required to always follow economic developments and trends in the needs of the community in order to remain competitive in an increasingly competitive market. One of them is Bank Aceh Syariah which continues to innovate in offering products and services that are in accordance with the principles and needs of the community. This study aims to analyze the effect of profit sharing, brand trust, and service quality on customer decisions using mudharabah savings at PT Bank Aceh Syariah KCP UIN Darussalam. The results of this study are expected to provide an overview of the extent of the contribution of these factors in attracting customers to use savings products, as well as providing recommendations for banks in improving marketing strategies and services to strengthen the company's position in the market. Through a quantitative approach, this study collected data through questionnaires distributed to customers of Bank Aceh Syariah KCP UIN Darussalam. The number of samples in this study were 98 people with sampling techniques using purposive sampling. The analysis method used in this research is multiple linear regression analysis processed with SPSS software. The results showed that profit sharing, brand trust, and service quality simultaneously had a positive and significant effect on customer decisions. Partially shows that profit sharing has a positive and significant effect on customer decisions, brand trust has a positive and significant effect on customer decisions, service quality has a positive and significant effect on customer decisions.