DETERMINASI KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMILIHAN PRODUK GRIYA DI BANK SYARIAH INDONESIA KCP PADALARANG
DOI:
https://doi.org/10.61612/jpn.v5i2.168Keywords:
Brand Trust, Purchase Decision, Griya Financing, Bank Syariah IndonesiaAbstract
Bank Syariah Indonesia (BSI), as a sharia financial institution established in 2021, needs to build strong brand trust, especially in Griya financing products, which show an increase in the number of users at BSI KCP Padalarang. This study aims to analyze the effect of brand trust on customer decisions in choosing Griya financing products. The research method used is quantitative with a descriptive-inferential approach. The research population consisted of 171 Griya financing customers, with a sample of 120 respondents determined using simple random sampling. Data were collected through questionnaires and analyzed using simple linear regression, t-test, and coefficient of determination (R²). The results showed that brand trust had a positive and significant effect on customer decisions, with a t-value of 12.413 greater than the t-table value of 1.980 and a significance of 0.001 (< 0.05). The R² value of 0.566 indicates that brand trust contributes 56.6% to product selection decisions, while the remaining 43.4% is influenced by other factors, such as service quality, ease of procedures, Islamic financial literacy, contract suitability, and customer financial conditions. The conclusion of this study confirms that the higher the trust in the BSI brand, the stronger the customer's decision in choosing Griya financing products in accordance with Sharia principles.
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