Setioputri, Maulidati Rahmah (2020) Identifikasi Faktor - Faktor Yang Mempengaruhi Switching Intention Dalam Memprediksi Switching Behavior Nasabah Bank Konvensional Beralih Ke Bank Syariah. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Islam menjadi agama dengan penganut terbanyak di Indonesia. Dalam ekonomi islam, bunga dikatakan sebagai riba yang artinya haram. Hal ini diperkuat oleh fatwa yang dikeluarkan oleh Majelis Ulama Indonesia pada tahun 2004. Adanya bank syariah menambah alternatif bagi masyarakat untuk memilih jasa perbankan. Sehingga terdapat peluang adanya switching behavior dari nasabah bank konvensional beralih ke bank syariah. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang mempengaruhi switching behavior nasabah bank konvensional yang beralih ke bank syariah serta mengetahui sejauh mana nasabah bank konvensional beralih ke bank syariah. Penelitian ini merupakan penelitian kuantitatif dan eksploratori. Data didapatkan melalui kuesioner online yang disebarkan serta diisi secara mandiri oleh responden. Pengolahan data menggunakan analisis regresi linier berganda yang dibantu dengan software Statistical Package for the Social Sciences (SPSS). Data yang didapatkan dalam penelitian ini adalah 63 responden. Berdasarkan hasil analisis data kuantitatif didapatkan bahwa mayoritas nasabah bank syariah adalah wanita dengan rentang usia 18 hingga 27 tahun yang berstatus mahasiswa maupun pegawai swasta. Kemudian hasil analisis regresi menunjukkan attitude towards switching dan subjective norms tidak berpengaruh positif terhadap switching intention. Perceived behavioral control berpengaruh positif terhadap switching intention. Terdapat implikasi manajerial yang dapat diaplikasikan oleh bank syariah antara lain memberikan edukasi mengenai keuntungan penggunaan bank syariah kepada konsumennya, menjadikan hasil analisis kuantitatif sebagai referensi menentukan pasar yang dituju, membuat sebuah strategi pemasaran yang efektif agar nasabah bank syariah tidak kembali menggunakan bank konvensional.
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Islam is the religion with the most adherents in Indonesia. In Islamic economics, it means that interest is said to be haram (riba). This was issued by a fatwa issued by the Indonesian Ulema Council in 2004. The existence of Islamic banks adds an alternative for people to choose banking services. So that there is an opportunity for behavior to switch from conventional bank customers to Islamic banks. This study aims to identify the factors that influence the switching behavior of conventional bank customers who switch to Islamic banks and the extent to which conventional bank customers switch to Islamic banks. This research is quantitative and exploratory. Data was collected through an online questionnaire that was displayed and filled out by respondents. Data processing used multiple linear regression analysis assisted by the Statistical Package for Social Sciences (SPSS) software. The data obtained in this study were 63 respondents. Based on the results of data analysis, it is calculated that the age of Islamic bank customers is women aged 18 to 27 who are students or private employees. Then the results of the regression analysis showed that attitudes towards switching and subjective norms had no positive effect on switching intentions. Perceived behavioral control has a positive effect on switching intentions. There are managerial implications that can be applied by Islamic banks, including providing education about the benefits of using Islamic banks to consumers, making the results of quantitative analysis as a reference for determining the target market, creating an effective marketing strategy so that Islamic bank customers do not return to using conventional banks.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Switching Behavior, Bank Syariah, Bank Konvensional, Switching Intention, Sharia Banks, Conventional Banks |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Maulidati Rahmah Setioputti |
| Date Deposited: | 18 Aug 2020 02:39 |
| Last Modified: | 11 Jun 2023 15:28 |
| URI: | http://repository.its.ac.id/id/eprint/78590 |
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