RELIGIOSITY AS A MODERATING VARIABLE BETWEEN PRODUCT KNOWLEDGE AND PRODUCT PRICE WITH THE DECISION TO SAVE IN SYARIAH BANKS (STUDY OF THE COMMUNITY OF BOJONEGORO DISTRICT)

Abstract

As an intermediary institution, namely the recipient and distributor of funds from the community, Islamic Banks really need manpower to promote their products. Indonesia is predominantly Muslim, it is very important to seek information before making a purchase, such as product knowledge, product prices and conformity with religion. halal labels and prices on saving decisions, but in this study uniquely combines religious aspects, namely religiosity as a moderating variable. the role of religion can help humans to be able to distinguish which cosmetic products are in accordance with religious guidance. The purpose of this study is to develop the effect of product knowledge and prices on saving decisions with religiosity as a moderating variable. The population in the study was the Bojonegoro Regency community. The method in this study was quantitative, data collection using questionnaires and analyzed using the applicationSPSS Version 23. Random sampling, with 150 selected respondents. The results of this study highlight the positive and significant influence of product knowledge on saving decisions. Product prices also play an important role in shaping consumer choices. And religiosity acts as a moderating variable that influences the relationship between product knowledge and saving decisions, as well as between product prices and purchasing decisions, in addition religiosity moderates the impact of prices on saving decisions in Islamic banks.