Pengaruh Brand Image, Advertising, Service Quality dan Psikologi terhadap Keputusan Menabung di Bank Syariah dengan Religious Behaviour sebagai Variabel Moderating

Abstract

The background of the problem in this study is the decline in the number of savings in 2021 at the Bank Sumut Syariah Pematangsiantar Branch Office which is accompanied by a lack of public understanding regarding a company. The research method used is a quantitative method with the research instrument using a questionnaire that is tested for validity, reliability and normality. The results of the t test show that brand image has a positive and significant effect (0.000 < 0.05), advertising has no positive and significant effect (0.403 > 0.05), service quality has a positive and significant effect (0.002 < 0.05), and psychology has an effect on positive and significant (0.000 < 0.05) on savings decisions in Islamic banks. In addition, the MRA test shows that religious behavior does not moderate the influence of brand image, advertising, and service quality. However, it moderates the psychological influence of religious behavior on saving decisions with a coefficient of 0.114 and a significant 0.004.