Pengaruh Tingkat Margin, Promosi dan Citra Bank Terhadap Keputusan Nasabah Memilih Produk Pembiayaan Akad Murabahah di Perbankan Syariah


  • Lathifah Dini Ishamiyyah Politeknik Negeri Jakarta
  • Bambang Waluyo Politeknik Negeri Jakarta


The relatively high margin rate has decrease the level of customer collectability, which creates a negative perception
in the community. The number of similar financing products encourages Islamic banks to innovate and increase
promotion of their products. The purpose of this study was to determine the effect of margin rate, promotion, and bank
image on customer decisions in choosing murabaha financing products in Islamic banking, a case study of murabaha
contract financing products at Bank Syariah Indonesia (BSI). This research is descriptive quantitative type with
multiple linear regression analysis method using SPSS 22. Primary data based on questionnaire. The sampling
technique used is purposive sampling with a sample size of 100 respondents of murabaha financing customers at BSI.
Based on the research results, it is proven that partially or simultaneously the variable margin rate, promotion and
bank image have a positive and significant effect on customer decisions in choosing murabaha financing products.
The results of this study are expected to be a reference for Islamic banking in setting policies related to margin rates,
as well as reorganizing strategies in conducting promotions. Future researchers are expected to expand the variables
and population coverage studied.
Keywords: margin rate, promotion, bank image, customer decisions

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