The Effect of Branding, Product Knowledge, and Nisbah on Product Selection Decisions of Bank Aceh Syariah with Purchase Intention as a Mediation Variable

Maghfirah Mukammil1, Mukhlis Yunus2*, & Ahmad Nizam3
1,2,3Management Department, Universitas Syiah Kuala, Banda Aceh, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2025.8715

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Abstract

This study aimed to assess the impact of branding, product knowledge, and nisbah on the product selection decisions of Bank Aceh Syariah (BAS), with purchase intention serving as a mediating variable. Utilizing a probability sampling method through a census, the research employed a quantitative approach. A total of 361 questionnaires were distributed in both electronic and hard copy formats to BAS employees. The data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software, and Sobel calculator. The findings reveal that branding, product knowledge, and Nisbah exert a direct influence on the purchase intention of BAS customers. However, when investigating product selection decisions, only product knowledge and purchase intention demonstrated a direct effect, whereas branding and nisbah did not show significant direct impacts. Additionally, purchase intention acted as a mediating variable in the relationships involving the three independent variables and product selection decisions. Specifically, purchase intention fully mediates the effects of branding and nisbah on product selection decisions, while it partially mediates the effect of product knowledge. These results underscore the crucial role of purchase intention in linking consumer perceptions of the factors influencing their final decisions when selecting Islamic banking products.

Keywords: branding, product knowledge, nisbah, purchase intention, product selection decision.

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