Pengaruh Kualitas Pelayanan dan promosi terhadap minat menggunakan produk Bank Syariah Indonesia KCP Keutapang

Abstract

This study aims to analyze the effect of service quality and promotion on the interest in using products of Bank Syariah Indonesia (BSI) KCP Keutapang. This research is motivated by the rapid development of Islamic banking in Indonesia, accompanied by increasing competition among banks. Therefore, Islamic banks need to pay attention to factors that can increase public interest in using Islamic banking products. This study employed a quantitative approach. The population consisted of people in Banda Aceh City and Aceh Besar. The sample was determined using the formula proposed by Hair et al. (2017), which requires five times the number of indicators. With 14 indicators, a total of 70 respondents were obtained. The data were collected through questionnaires and analyzed using multiple linear regression analysis. The results show that service quality has an effect on the interest in using Bank Syariah Indonesia KCP Keutapang products. Promotion also has an effect on the interest in using Bank Syariah Indonesia KCP Keutapang products. Simultaneously, service quality and promotion have an effect on the interest in using Bank Syariah Indonesia KCP Keutapang products. Therefore, improving service quality and implementing effective promotional activities can increase public interest in using Bank Syariah Indonesia KCP Keutapang products.