PENGARUH TINGKAT MARGIN DAN PELAYANAN TERHADAP KEPUTUSAN NASABAH PEMBIAYAAN MURABAHAH (Studi Kasus BPRS Al-Salaam Amal Salman Cabang Cileungsi)

Technological advancements have transformed various sectors, including the financial system, presenting competitive challenges for Sharia Rural Banks (BPRS) that still rely on manual operations. To address this, BPRS must focus on factors influencing customer decisions to enhance their activities. This study investigates the impact of margin levels and service quality on murabahah financing decisions at the Al-Salaam Amal Salman BPRS Cileungsi branch. A quantitative associative approach was employed, involving 60 murabahah financing customers as respondents. Data was collected through questionnaires and analyzed using SPSS 21 with validity, reliability, multiple regression, and classical assumption tests (normality, multicollinearity, heteroscedasticity, autocorrelation), alongside hypothesis testing (coefficient of determination, F-test, and t-test). The results reveal that the margin level and service quality significantly influence customer decisions, with an R-squared value of 87.1%, indicating 87.1% of decisions are explained by these variables, while 11.9% are influenced by other factors. The F-test showed a significance value of 0.000 < 0.05 and F-statistic of 191.657 > 3.16, confirming a simultaneous effect. The t-test demonstrated significant individual effects of margin level (p = 0.006, t = 2.830 > 2.002) and service quality (p = 0.000, t = 13.764 > 2.002). Improved margins and service quality increase customer decisions and attract new customers.