The affect of word of mouth, service quality, and location on decision to be a customer at BMT Babussalam Mojoagung Jombang

Solekah, Nihayatu Aslamatis ORCID: https://orcid.org/0000-0002-6722-8283 and Mutmainnah, Nur Ainul (2023) The affect of word of mouth, service quality, and location on decision to be a customer at BMT Babussalam Mojoagung Jombang. OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 7 (2). pp. 589-598. ISSN 2549-2284

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Abstract

This research is a type of quantitative research. The population in this study were all customers who had savings accounts at BMT Babuussalam Mojoagung Jombang. The sampling technique uses accidential sampling method. The sample in this study amounted to 100 people who were calculated using the Rao formula. Using multiple linear regression tests with the aim of knowing the effect of variable x, namely word of mouth, service quality and location on the decision to be a customer. Based on the tests that have been carried out, this study has the result that partially word of mouth has no effect on the decision to be a customer at BMT Babussalam Mojoagung Jombang. This study also has the result that service quality and location partially have an effect on the decision to be a customer at BMT Babussalam Mojoagung Jombang. In addition to partial influence, there is also a simultaneous effect, namely together the word of mouth variables, service quality and location affect the decision to be a customer at BMT Babussalam Mojoagung Jombang.

Item Type:	Journal Article
Keywords:	word of mouth; service quality; location; purchase decision
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Nihayatu Aslamatis Solekah
Date Deposited:	13 Jul 2023 10:38

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