Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian

One of the companies engaged in Islamic finance, providing deposits in the form of savings and distributing financing managed according to Islamic law in East Lombok Regency, is Bank Syariah Indonesia (BSI). BSI KCP Lombok Aikmel is part of the Islamic banking sector focusing on gold investment financing or gold installments. This research aims to analyze and test the influence of brand image, price, and promotion on customer decisions to purchase precious metals at BSI KCP Lombok Aikmel. This study employs a quantitative method, using accidental sampling as the sampling technique. The research subjects are customers who have made installments and purchased gold at BSI KCP Lombok Aikmel, resulting in 50 respondents. Data were collected through questionnaires, and the analysis was conducted using multiple linear regression with IBM SPSS 25. The analysis results show that brand image, price, and promotion significantly affect customer decisions to buy precious metals at BSI KCP Lombok Aikmel. This study contributes to BSI KCP Lombok Aikmel by emphasizing the importance of maintaining a positive brand image. If customer trust in BSI continues to grow, they are less likely to switch to other Islamic banks and will remain loyal to the services provided.