Analysis of the Influence of Brand Awareness and Service Quality on Customer Interest in Using Home Ownership Products (KPR) Griya Hasanah Study on: BSI KC Customer Tanjung Karang
Abstract
Awareness of a brand provides expectations of customers, while service quality is a measure of the difference between consumer expectations and the service provided. Expectations and perceived service quality generate customer interest. However, the reality is that the brand awareness and service quality provided are good, but customer interest is still unstable, still experiencing increases and decreases in using Sharia KPR products. This study aims to determine whether brand awareness, service quality, and customer interest partially and simultaneously affect customer interest in using Sharia KPR at BSI KC Tanjung Karang and how Islamic economics views brand awareness and service quality. This research uses a quantitative approach method. Data were collected directly through distributing questionnaires to KPR customers. The sample used was 86 respondents using the Slovin formula taken by purposive sampling. The data obtained was processed using SPSS version 24. This analysis includes validity and reliability tests, preliminary analysis tests, multiple linear regression analysis tests, and hypothesis testing (t-test, f-test, and coefficient of determination (R2)). The results of the t-test show that brand awareness and service quality partially have a positive and significant effect on customer interest. And the results of the f test show that brand awareness and service quality simultaneously have a positive and significant effect on customer interest in using Sharia KPR products with an effect of count 82.524> ftabel 2.71 with a significance value of 0.00 < 0.05. Based on the results of the determination test (R2) of 0.657, this explains that the influence of brand awareness and service quality variables on customer interest is 65.7%. In comparison, the remaining 34.3% were influenced by other factors outside the research model.
Keywords: brand awareness, service quality, customer interest
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