The Influence of personality, motivation and social class towards costumers' decision making in choosing Bank Riau Kepri Sharia Tembilahan Kota

his research aims to achieve the objectives of 1) analyzing the extent of the influence of personality towards decision making to be a customer of Bank Riau Kepri Sharia (BRKS), 2) analyzing the extent of motivation towards decision making to be a customer of BRKS 3) analyzing the extent of social class towards decision making to be customer of BRKS. This reseach used explanatory quantitative, intended to explain the relationship among variables to examine a hypothesis. The population of this study is all customers of BRKS in year 2021. A total samples are 205 respondents. In order to answer the problems formulated in this study using Structural Equation Modeling (SEM) is conducted. Based on the discussion and analysis, the result reveals several conclusions as follows: 1) Personality has no influence towards decision making to be a customer of BRKS, because the majority of customers are millennial generations who were not only have extraversion but also openness. 2) Motivation has influence towards decision making to be a customer of BRKS, which means that customers are motivated to be customers of BRKS because affiliated to a certain religion, group or ethnic relationship. 3) Social class has influence towards decision making to be a customer of BRKS, which means that increasing the social class will influence the decision to be a customer of BRKS, 4) Personality has no simultaneously provides influence towards decision making to be costumer of BRKS. Motivation and social class have simultaneously, which means the changes in variables of motivation and social class also changes the decision making to be a customer of BRKS