Price Dimensions and Location in Decision to Transact at A Syari’ah Bank

Abstract

The development of syari’ah Banks seems to be still experiencing ups and downs. After a boom in its revenue in 1991, Bank Shari'ah grew rapidly, but its contribution did not increase significantly until in 2021 it started a new chapter as Bank Syri'ah Indonesia (BSI). Many studies soon emerged to re-evaluate its services. This study tries to assess services through the service marketing mix. This research was developed using an associative design, trying to connect the elements of the service marketing mix with the customer's decision to transact at BSI. There are five variables used with 34 indicators as the measuring tool. The study population is Bank Syari'ah customers in Palembang City with a sample of 120 people taken by purposive sampling. Furthermore, the primary data obtained using the questionnaire was processed using multiple linear regression. The results of the study prove that of the number of variables used, only price and location are proven to have a significant influence on transaction decisions at BSI.