Pengaruh Brand Trust dan Personal Selling terhadap Keputusan Menjadi Anggota BMT Itqan The Influence of Brand Trust and Personal Selling on the Decision to Become a Member of BMT Itqan

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Page Numbers: 19-39
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Published: Jan 3, 2025
Digital Object Identifier: 10.58578/arzusin.v5i1.4559
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Authors:
Khoerunnisa Khoerunnisa1*, Yunika Komalasari2, Wulan Yuliyana3
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Khoerunnisa Khoerunnisa
Universitas Adhirajasa Reswara Sanjaya
Yunika Komalasari
Universitas Adhirajasa Reswara Sanjaya
Wulan Yuliyana
Universitas Adhirajasa Reswara Sanjaya

Abstract

Koperasi Syariah BMT Itqan Kota Bandung is an Islamic savings and loan cooperative that provides Sharia-based financing services. However, the cooperative faces challenges in increasing its membership. This study aims to analyze the influence of brand trust and personal selling on the decision to become a member of Koperasi Syariah BMT Itqan Kota Bandung. The research employs a quantitative method with a descriptive-verificative approach. The sampling technique used is non-probability sampling with a purposive sampling approach, involving 100 active cooperative members as respondents. Data were collected using a structured questionnaire and analyzed using SPSS version 26. The results indicate that brand trust and personal selling have a positive and significant influence on the decision to become a cooperative member, both simultaneously and partially. This study provides recommendations for Koperasi Syariah BMT Itqan to enhance brand trust and the quality of personal selling interactions to attract more new members.

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How to Cite
Khoerunnisa, K., Komalasari, Y., & Yuliyana, W. (2025). Pengaruh Brand Trust dan Personal Selling terhadap Keputusan Menjadi Anggota BMT Itqan. ARZUSIN, 5(1), 19-39. https://doi.org/10.58578/arzusin.v5i1.4559

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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