Penelitian dilakukan pada 120 responden sebagai nasabah UMKM PT Bank Syariah Indonesia. Responden adalah nasabah yang memiliki pembiayaan pada PT BSI di cabang kabupaten Batu Bara. Produk pembiayaan dimaksud berupa pembiayaan mikro dengan kolektibilitas lancar. Sampling dengan metode accidental sampling. Model penelitian dengan SEM, pengolahan data dengan soft ware smart PLS 3.0. Hasil penelitian menjawab tujuan penelitian yaitu persepsi berpengaruh terhadap keputusan pembiayaan, kesadaran merek berpengaruh terhadap keputusan pembiayaan dan kesadaran merek tidak menjadi variabel moderating dalam pengaruh persepsi kualitas terhadap keputusan pembiayaan.
The study was conducted on 150 respondents as MSME customers of PT Bank Syariah Indonesia, Branch Perbaungan, Serdang Bedagai District, North Sumatra. Respondents are customers having microfinance with current collectibility. Sampling was taken with accidental sampling method. Research model used SEM, and data processing used PLS 3.0 smart software. The results of the study answered the research objectives; perception influences financing decisions, brand awareness affects financing decisions, and brand awareness does not become a mediating variable in influencing perceptions of financial decisions.
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