THE IMPACT OF PRODUCT IMAGE TO THE PURCHASING DECISIONS OF ISLAMIC BANKING AN EMPIRICAL STUDY OF THE CUSTOMER ON ISLAMIC BANKING IN JEMBER

Abstract

Business engaged in the banking industry, need to pay attention to the aspects of product image. This aspect has always been a discussion that is very important for developing business banking, because of the growth in this business depends on customer confidence in the company that can be created through the product image. This study aimed to test the effect of product image on purchasing decisions Islamic banking services in Jember. The population in this research is people who use services Islamic banking in Jember. Given the large number of population in this research, the sample used was simple random sampling which is used to specify the bank to be sampled and purposive sampling was used to determine the respondent from bank customers was selected. Based on these two methods, the obtained sample of 140 respondents. Methods of data analysis using multiple regression analysis with latent variables with the help of software lisrel 8.72. Based on the results of data analysis showed that product image does not significantly effect to the purchasing decisions of Islamic banking services in Jember.