Yuli Indriani, - (2024) PREFERENSI NASABAH MENGGUNAKAN PRODUK BANK MUAMALAT: BRAND AWARENESS, BRAND IMAGE, PRODUCT KNOWLEDGE DAN RELIGIOSITAS SEBAGAI MODERATOR. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
PT. Bank muamalat Indonesia sebagai pelopor bank syariah di Indonesia Bank Muamalat Indonesia mengalami penurunan kinerja yang sangat drastis sejak delapan tahun terakhir. Pertumbuhan DPK Bank Muamalat berada dibawah garis pertumbuhan DPK BSI. Fenomena ini menjadi tantangan bagi Bank Muamalat untuk berkembang sesuai potensinya. Bank Muamalat Indonesia perlu mengembangkan kualitas produk dan layanan untuk memenuhi kebutuhan nasabah. Penelitian ini menggunakan teknik pengambilan sampel non-probability sampling dengan menggunakan jenis purposive sampling dengan sampel sebanyak 137 responden. Metode yang digunakan yaitu prosedur pengujian hipotesis menggunakan pendekatan kuantitatif. Bentuk alat analisis yang digunakan adalah Partial Least Square-Structural Equation Modelling (PLS-SEM) dengan menggunakan SmartPLS. Hasil penelitian pada analisis deskriptif menunjukkan bahwa brand awareness, product knowledge, religiositas dan preferensi berada pada kategori sedang, sedangkan variabel brand image berada pada kategori tinggi. Variabel brand awareness tidak berpengaruh terhadap preferensi nasabah menggunakan produk Bank Muamalat, variabel brand image dan variabel product knowledge berpengaruh positif dan signifikan terhadap preferensi nasabah menggunakan produk Bank Muamalat, sedangkan variabel religiositas tidak memoderasi variabel brand awareness, brand image, product knowledge terhadap preferensi nasabah menggunakan produk Bank Muamalat. Implikasi pada penelitian ini Bank Muamalat harus meningkatkan loyalitas dan pelayanan, memerhatikan kualitas dan konsistensi produk, serta menampilkan slogan dan logo yang menarik untuk meningkatkan preferensi nasabahnya. Penelitian ini juga dapat digunakan sebagai media edukasi literasi perbankan syariah; PT. Bank Muamalat Indonesia as a pioneer of Islamic banking in Indonesia has experienced a very drastic decline in performance over the past eight years. The growth of third-party funds (DPK) at Bank Muamalat is below the growth rate of DPK at BSI. This phenomenon poses a challenge for Bank Muamalat to develop according to its potential. Bank Muamalat Indonesia needs to improve the quality of its products and services to meet customer needs. This study employs a non-probability sampling technique using purposive sampling with a sample of 137 respondents. The method used is hypothesis testing with a quantitative approach. The analysis tool used is Partial Least Squares-Structural Equation Modelling (PLS-SEM) using SmartPLS. The results of the descriptive analysis show that brand awareness, product knowledge, religiosity, and preferences are in the moderate category, while the brand image variable is in the high category. The brand awareness variable does not affect customers' preferences for using Bank Muamalat's products. However, the brand image and product knowledge variables have a positive and significant effect on customers' preferences for using Bank Muamalat's products, whereas religiosity does not moderate the effects of brand awareness, brand image, or product knowledge on customers' preferences for using Bank Muamalat's products. The implications of this research suggest that Bank Muamalat needs to enhance loyalty and service, pay attention to product quality and consistency, and present attractive slogans and logos to improve customer preferences. This study can also serve as an educational medium for Islamic banking literacy.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?authuser=1&user=uRoV_6IAAAAJ SINTA ID Hilda Monoarfa : 6150134 SINTA ID Rumaisah Azizah Al Adawiyah : 6722046 |
| Uncontrolled Keywords: | Customer preferences, Bank Muamalat, brand awareness, brand image, product knowledge, religiosity, Preferensi nasabah |
| Subjects: | H Social Sciences > HB Economic Theory L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Yuli Indriani |
| Date Deposited: | 12 Sep 2024 04:58 |
| Last Modified: | 12 Sep 2024 04:58 |
| URI: | http://repository.upi.edu/id/eprint/124408 |
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