The Influence of Brand Equity and Service Quality on the Decision to Use Islamic Banking Services

Abstract

This study aims to test: The Influence of Brand Equity and Service Quality on the Decision to Use Islamic Banking Services. This study uses a quantitative approach with an associative-causal research type. The source of research data is primary data through the results of distributing questionnaires given to students in the city of Makassar. The number of samples used is 250 respondents. The sampling technique in this study uses non-probability sampling. Data management uses the IBM SPSS application tool version 25. The results of this study indicate that brand equity has a positive and significant effect on the decision to use services, service quality has a positive and significant effect on the decision to use services.