MARKETING MIX AND SHARIA COMPLIANCE ON CUSTOMER TRUST OF BANK SYARIAH INDONESIA (BSI) PALEMBANG

Abstract

The purpose of this study was to find out and analyze how much influence the marketing mix and sharia compliance have on the trust of BSI bank customers in Palembang City. A total of 170 respondents were selected by purposive technique. The primary data collection technique is in the form of distributing questionnaires using a Likert scale. Data analysis techniques using quantitative analysis with path analysis. The analysis tool uses the SmartPLS 4 application. The results show that: 1) Marketing mix has a positive and significant effect on trust as indicated by the path coefficient value of 0.475 with a t statistic value of 6.022> ttable (1.65408), and a P value of 0.000 <0. 05. 2) Sharia compliance has a positive and significant effect on trust as indicated by the path coefficient value of 0.300 with a t statistic value of 3.765.> t table (1.65408), and a P value of 0.000 <0.05.