Pasrizal, Himyar (2011) Pengaruh Kepribadian, Kelas Sosial, dan Budaya Pengusaha terhadap Strategi Pemasaran dan Keputusan Menjadi Nasabah Bank Syariah Mandiri di Sumatera Barat. Doctor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengembangkan dan menguji konsistensi hubungan variabel yang memengaruhi perilaku konsumen nasabah Bank Syariah Mandiri (BSM). Secara teoritis dan tinjauan penelitian terdahulu, faktor internal dan eksternal nasabah serta strategi pemasaran bank syariah yang dipandang atau dipersepsikan oleh nasabah memengaruhi keputusan untuk menjadi nasabah bank syariah. Penelitian terdahulu menunjukkan hasil yang tidak konsisten, di antaranya ada yang menyatakan faktor agama menjadi alasan utama untuk deal dengan bank syariah sementara yang lain menyatakan tidak. Penelitian ini secara khusus menganalisis variabel kepribadian, kelas sosial, budaya, dan strategi pemasaran dalam memengaruhi keputusan menjadi nasabah BSM. Populasi dalam penelitian ini adalah seluruh nasabah BSM di Sumatera Barat tahun 2010. Sampel penelitian yaitu 383 nasabah responden. Pengambilan sampel dengan menggunakan metode purposive sampling dan alat analisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa: (1) Sifat-sifat kepribadian nasabah tidak memberi kekuatan atas keputusan mereka menjadi nasabah BSM. (2) Posisi kelas sosial nasabah yang tinggi dapat mendorong keputusan mereka menjadi nasabah BSM. (3) Menguatnya budaya nasabah dapat mendorong dan memperkuat keputusan mereka menjadi nasabah BSM. (4) Membaiknya strategi pemasaran bank syariah yang dipandang dan dipersepsikan oleh nasabah maka dapat mendorong dan memperkuat keputusan mereka menjadi nasabah BSM.
English Abstract
This study aims to develop and test the consistency of variables relationship that influences Bank Syariah Mandiri`s (BSM) customers` behavior. According to theories and review of previous studies, customers` internal and external factors and marketing strategies of Islamic banks which are considered or perceived by the customers influence their decision to become customers of the Islamic banks. However, previous researches have shown inconsistent results in which some claimed that religion factor became the main reason to deal with Islamic banks, while others said it was not. This study specifically analyzes the variables of personality, social class, culture, and marketing strategies in influencing decision to become BSM`s customers. The population in this study was all clients or customers of BSM in West Sumatra in 2010. The research sample was 383 customers taken as respondents. The sampling was done by using purposive sampling and the analysis was conducted by using Structural Equation Modeling (SEM) as an analysis tool. The results showed that: (1) Traits of the customers` personality do not impose power over their decisions to become customers of BSM. (2) The higher position of customers` social class can encourage their decision to become customers of BSM. (3) The stronger the customers` culture, the stronger their decision to become customers of BSM. (4) The better the marketing strategies of Islamic banks are considered and perceived by customers, the more encouraged and stronger their decisions to become customers of BSM.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.421/PAS/p/061200058 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.4 Executive management |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 14 Sep 2012 09:31 |
| Last Modified: | 14 Sep 2012 09:31 |
| URI: | http://repository.ub.ac.id/id/eprint/161274 |
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