Abstract
This study aims to determine the factors that influence customer behavior in choosing products at Bank Syariah Mandiri in Kota Pariaman, which is limited to cultural, social, personal and psychological factors. The population in this study is customers of Bank Syariah Mandiri Kota Pariaman with a sample size required in the analysis of 50 people, where the sampling technique used was accidental sampling. Hypothesis testing, performed t test, f, and r. The results showed cultural and personal factors had a positive influence on customer behavior in choosing products at Bank Syariah Mandiri in Pariaman City, while social and psychological factors did not have an influence on customer behavior in choosing products at Bank Syariah Mandiri in Pariaman City.
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