Analisis Pengaruh Faktor Sosial, Budaya, Citra Merek Dan Religiusitas Terhadap Keputusan Masyarakat Menjadi Nasabah Pt Pegadaian Syariah Kecamatan Pasongsongan Kabupaten Sumenep Tahun 2020

Abstract

Economic development is strongly influenced by the establishment of financial institutions, both banks and non- bank financial institutions because both have a very important role for economic activity. Financial institutions have an important and important role in supporting economic development. In it takes place a collection of funds from the community, then the funds are again channeled to the community for various needs, for example for investment and financing needs.This study aims to analyze factors that can influence the decision of customers in choosing sharia mortgages. The technique of disseminating samples in this study using questionnaires distributed to the public who become customers in shariah mortgage pasongsongan branch. With data collection techniques using questionnaires this study uses a likert scale that is used to measure one's attitudes, opinions and perceptions. And the analysis method used in this study is to use classic assumption testing, multiple linear test, F test (Simultaneous), T test (partial) and determinant test.Based on the results of the study using the analysis method. that social factors, cultural factors, brand image factors and Religiosity factors together (partial) have an influence on people's decision-making to become customers in the shariah pasongsongan sumenep. Whereas if tested simultaneously or alone, not all 4 factors affect decision making only brand image factors and realigiusity factors that affect decision making and for cultural factors and social factors do not affect decision making if tested one by one.

Keyword: social, culture, brand image, religiosity, and customer decisions in choosing