PENGARUH SHARIA COMPLIANCE, BRAND IMAGE, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN MENJADI NASABAH BANK SYARIAH (Studi Kasus Mahasiswa Universitas Muhammadiyah Yogyakarta)

This research aims to identify the influence of sharia compliance, brand
image, promotion, and location towards the customer’s decision to chose sharia
bank (case study on students of Muhammadiyah University Yogyakarta). This
research is quantitative research done by distributing a questionnaire through
google form to 100 respondents. The sampling technique was done using the
purposive sampling technique. The analysis tool used in the research was multiple
linear regression analysis assisted by SPSS 25 program. The research results
showed that sharia compliance gave a significant and positive influence on
customer’s decision to choose sharia bank. Brand image didn’t give any influence
on customer’s decision to choose sharia bank. Promotion didn’t give any influence
on customer’s decision to choose sharia bank. Location gave significant and
positive influence on customer’s decision to choose sharia bank. Sharia
compliance, brand image, location, and promotion simultaneously gave positive
and significant influence on customer’s decision to choose sharia bank.