PENGARUH PERSEPSI DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN MASYARAKAT MEMILIH BANK MUAMALAT SEBAGAI MITRA PENDAFTARAN HAJI DI KOTA BUKITTINGGI

Abstrak

Penelitialn ini dilaltalrbelalkalngi oleh pengalrulh Persepsi daln WOM terhaldalp kepultulsaln malsyalralkalt dallalm memilih balnk sebalgali mitral pendalftalraln halji. Di Kotal Bulkittinggi, Balnk Mulalmallalt sebalgali pelopor perbalnkaln syalrialh mengallalmi penulrulnaln julmlalh pendalftalr halji paldal 2023–2025. Meskipuln persepsi malsyalralkalt terhaldalp citral daln pelalyalnaln balnk tergolong positif, pengalrulh WOM malsih lemalh. Penelitialn ini menggulnalkaln pendekaltaln kulalntitaltif dengaln metode regresi daln korelalsi ulntulk mengulkulr hulbulngaln alntalr valrialbel. Salmpel terdiri dalri 68 responden dengaln teknik exhalulstive salmpling (salmpling jenulh), daltal dialnallisis menggulnalkaln IBM SPSS 26 melalluli ulji instrulmen (ulji valliditals daln ulji relialbilitals), alsulmsi klalsik (ulji normallitals, ulji alultokorelalsi, ulji mulltikolinealritals, daln ulji heteroskedalstisitals), ulji regresi linier bergalndal, ulji koefisien determinalsi (ulji R2) daln ulji hipotesis (ulji-t daln ulji-f). Halsil penelitialn menulnjulkkaln balhwal valrialbel Persepsi (X₁) memiliki nilali t hitulng 4,408 > 1,996 dengaln signifikalnsi 0,000, daln valrialbel Word of Moulth (X₂) memiliki nilali t hitulng 3,364 > 1,996 dengaln signifikalnsi 0,001, sehinggal kedulalnyal berpengalrulh signifikaln terhaldalp kepultulsaln malsyalralkalt. Secalral simulltaln, nilali F hitulng 18,895 > 3,14, menegalskaln balhwal Persepsi daln WOM bersalmal-salmal berpengalrulh signifikaln. Nilali koefisien determinalsi (R²) sebesalr 0,368 menulnjulkkaln balhwal kedulal valrialbel menjelalskaln 36,8% valrialsi kepultulsaln malsyalralkalt, sedalngkaln 63,2% sisalnyal dipengalrulhi oleh falktor lalin seperti buldalyal, sosiall, pribaldi, daln psikologis.

This study was motivated by the influence of perception and word of mouth on people's decisions in choosing a bank as a partner for hajj registration. In the city of Bukittinggi, Bank Muamalat, as a pioneer in Islamic banking, experienced a decline in the number of hajj registrants in 2023–2025. Although people's perceptions of the bank's image and services were positive, the influence of word of mouth was still weak. This study uses a quantitative approach with regression and correlation methods to measure the relationship between variables. The sample consisted of 68 respondents using exhaustive sampling techniques. The data were analyzed using IBM SPSS 26 through instrument testing (validity and reliability tests), classical assumptions (normality test, autocorrelation test, multicollinearity test, and heteroscedasticity test), multiple linear regression test, coefficient of determination test (R2 test), and hypothesis testing (t-test and f-test). The results showed that the Perception variable (X₁) had a t-value of 4.408 > 1.996 with a significance of 0.000, and the Word of Mouth variable (X₂) had a t-value of 3.364 > 1.996 with a significance of 0.001, so that both had a significant effect on public decision-making. Simultaneously, the F value of 18.895 > 3.14 confirms that Perception and WOM together have a significant effect. The coefficient of determination (R²) value of 0.368 indicates that the two variables explain 36.8% of the variation in people's decisions, while the remaining 63.2% is influenced by other factors such as cultural, social, personal, and psychological factors.