This study aims to analyze the significance of the effect of sharia financial literacy, product knowledge, sales promotion, and image of sharia banks on customers’ saving decisions at Sharia Commercial Banks in Demak Regency either simultaneously or partially.
The population in this study was the savings customers at Sharia Commercial Banks in Demak Regency, while the sample in this study was 100 respondents who were selected using purposive sampling technique. The data used in this study is primary data obtained through the distribution of questionnaires. The analytical model used in this study is a multiple linear regression analysis model, while the analysis technique uses the F statistical test, the coefficient of determination (R2) test, and the t statistical test which is processed using the SPSS 26.00 program.
The results of proving the hypothesis and discussion show that the sharia financial literacy, product knowledge, sales promotion, and image of sharia banks simultaneously have a significant effect on customers’ saving decisions. Sharia financial literacy partially has a positive and significant effect on customers’ saving decisions. Product knowledge partially has a positive and significant effect on customers’ saving decisions. Sales promotion partially has a positive and insignificant effect on customers’ saving decisions. And image of sharia banks partially has a positive and significant effect on customers’ saving decisions.