Peran Mediasi Reputasi Dalam Pengaruh Promosi, Harga, Service Quality dan Kepercayaan Terhadap Keputusan Nasabah Membuka Tabungan Haji Pada Nano Bank Syariah Cabang Jambi

This study aims to analyze the effects of price, service quality, promotion, and trust on customers’ decisions to open Hajj savings accounts at Nano Sharia Bank, Jambi Branch, both directly and indirectly through reputation as a mediating variable. In addition, this study examines the influence of each independent variable on the bank’s reputation. This research employs an associative research design with a quantitative approach and a causal nature. Primary data were collected through a questionnaire consisting of 39 research indicators. The determination of sample size followed the minimum requirements for Structural Equation Modeling (SEM) analysis, resulting in 195 respondents as the research sample. The results indicate that, directly, price, promotion, service quality, and reputation do not have a significant effect on customers’ decisions to open Hajj savings accounts. In contrast, trust has a significant effect on customers’ decision-making. Regarding reputation, promotion is found to have a significant influence on shaping the bank’s reputation, while price, trust, and service quality do not show a significant effect. Furthermore, the mediation analysis reveals that reputation does not mediate the effects of price, promotion, trust, and service quality on customers’ decisions to open Hajj savings accounts. These findings suggest that customers’ decisions to open Hajj savings accounts are primarily driven by trust and religious motivation rather than economic considerations or the bank’s institutional image.