PENGARUH FAKTOR EMOSIONAL DAN FAKTOR RASIONAL TERHADAP KEPUTUSAN MEMILIH PRODUK DAN JASA PERBANKAN SYARIAH DI TULUNGAGUNG ( STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM INSTITUT AGAMA ISLAM NEGERI TULUNGAGUNG)

Dyah Ayu Kartikasari, 2823133045 (2017) PENGARUH FAKTOR EMOSIONAL DAN FAKTOR RASIONAL TERHADAP KEPUTUSAN MEMILIH PRODUK DAN JASA PERBANKAN SYARIAH DI TULUNGAGUNG ( STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM INSTITUT AGAMA ISLAM NEGERI TULUNGAGUNG). [ Skripsi ]

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Abstract

Skripsi with the tile is “The Influence of Emotional Factor and Rational factor against he decision of Chosing Product and Service in Islamic Banking of Tulungagug (Case Study in Faculty of Economic and Busines Islamic State of Islamic Instiute Tulungagung)” it is writen by Dyah Ayu Kartikasari, Department of Islamic Banking, NIM 282313045, The preceptor is Sri Dwi Estningrum, SE., Ak, MM. Consumer purchasing behavior is afected by several factors are culture, social, personal, and psychological. In the consumer psychological factors there are some benchmarks, it is motional factor and rational factor. This study aims to determine how much influence of the emotional factor and rational factor to the decision to chose products and services of Islamic banking. This type of research is asociative study using a quantiative aproach. The statistical analysis that is used is multiple linear regresion. By the folowing equation: Y = 19,91 + 0,260X1 + 0,56X2 Based on t test showed that the variables signifcant emotional factors influence the decision to chose the products and services of Islamic banking as evidenced by the value thitung> tabelso H0is rejected. In the variable rational factors also afect the decision to chose the product and service of Islamic banking is evidenced by the value thitung> tabel. And the F test is found that he variable factor of emotional and rational factors have a signifcant efect jointly to the decision to chose product and service of Islamic banking. Keywords: Emotional Factor, Factor Rational Decisions Chosing, Islamic Banking Products and Services.

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