ANALISA ATRIBUT PRODUK, KUALITAS LAYANAN DAN KESADARAN MEREK, SEBAGAI STRATEGI PEMASARAN PADA LEMBAGA KEUANGAN MIKRO SYARIAH DALAM MENINGKATKAN MINAT NASABAH NONMUSLIM (STUDI PADA BMT KUM 3 SORONG PAPUA BARAT)

Putri, Ummi Shofia and -, Anton Agus Setyawan, SE., M.Si., and -, Ihwan Susila, S.E., M.Si, Ph.D (2022) ANALISA ATRIBUT PRODUK, KUALITAS LAYANAN DAN KESADARAN MEREK, SEBAGAI STRATEGI PEMASARAN PADA LEMBAGA KEUANGAN MIKRO SYARIAH DALAM MENINGKATKAN MINAT NASABAH NONMUSLIM (STUDI PADA BMT KUM 3 SORONG PAPUA BARAT). Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

ABSTRACT This study aimed at identifying and analyzing; the influence of product attributes on the non-Muslim customers’ attitudes, the effect of service quality on the non-Muslim customers’ attitudes, the effect of brand awareness on the non-Muslim customers’ attitudes and the influence of attitude as a mediation of product attribute variables, service quality variables, and brand awareness variables on the interests of non-Muslim customers. This research was a descriptive quantitative study using a collaborative survey method. The data collection used the Personality Administrated Questionnaires method, and the sampling technique used purposive sampling. The study was conducted at BMT Kum3 Sorong, West Papua, and 272 non-Muslim respondents were involved. The data were analyzed by using the structural equation model (SEM) with partial least square test measurements. Based on the analysis findings, the study came to the following conclusions: product attributes have no significant effect on the attitudes of non-Muslim customers, service quality positively has a significant influence on customer attitudes, brand awareness positively has a significant effect on the attitudes of non-Muslim customers, attitudes positively have a significant effect on the interests of non-Muslim customers, attitudes do not mediate product attributes on the interests of non-Muslim customers, attitudes mediate the effect of service quality on non-Muslim customers' interests, and attitudes mediate the effect of brand awareness on the interests of non-Muslim customers.

Item Type: Thesis (Thesis)
Uncontrolled Keywords: product attributes, service quality, brand awareness, attitude, interests
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Pasca Sarjana > Magister Manajemen
Depositing User: Ummi Shofiah Putri
Date Deposited: 27 Jul 2022 04:24
Last Modified: 27 Jul 2022 04:24
URI: http://eprints.ums.ac.id/id/eprint/102011

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