UI - Tesis (Open) :: Kembali

UI - Tesis (Open) :: Kembali

Analisis faktor-faktor dominan syariah dan bauran pemasaran nasbah Bank Rakyat Indonesia Syariah dalam memilih jasa perbankan syariah di Jakarta Pusat = analyses of syariah and marketing mix dominant factors of Bank Rakyat Indonesia (BRI) syariah in determining customer preference on syariah banking service

Elvira Sitna Hajar; Ranti Wiliasih, supervisor; A. Hanief Saha Ghafur, examiner; Nasution, Khairul Alwan Ar Riva`i, examiner ([Publisher not identified] , 2011)
 Abstrak
[ABSTRAK
Perilaku konsumcn adalah hal yang penling untuk diketahui bagi para
pemasar. BRI syariah, sebagai salah satu bank syariah yang baru berdiri dua tahun
Ialu, saat ini masih dalam tahap membuat slratcgi pemasaran berbasis pelanggan.
Tujuan penelilian ini adalah untuk mengetahui faktor dorninan bauran pernasaran
dan factor syarizih yang menjelaskan pilihzm nasabah untuk menabung di BRI
Syariah

Data penelilian ini diperoleh dari |00 nasabah BRI syariah di Jakarta
Pusat. Metodca pengamhilan data bersifat non probability samialing, dan Faktor
penjelas pilihan nasabah untuk mengguuakan jasa BRI syariah dikelompokkan
dalam 7 variabel,yaitu produksi, promosi, harga, Iol
Hasil annlisi data dengan menggunakan analisis factor menunjukkan
variable syariah, produk, Imrga dan SDM secara berurutan merupakan variable
dominan yang mcnjelaskan pilihan nasabah dalam menggunakan jasa BRI
syariah. I-Iasil analisis Ianjutan terhadap variable syariah ini menjelaskan bahwa
aspek yang paling dominan menjclaskan pilihan nasabah adalah system bagi hasil
di BRI syariah.

ABSTRACT
Consumer behavior is important aspect to bc understood by marketers. BRI
syariah as one of the new syariah bank in Indonesia (institutionalized in 2009)is
currently in the stage of developing customer-based marketing strategy. The
purpose of this research is to understand the role of Syariah and marketing mix
dominant factors in determining customer preference on saving service in BRI
Syariah.

The research data are collected from 100 BRI syariah customers in Central Jakarta
hy using non-probability sampling method. The explaining factors of customer
prefcrcncc in using BRI Syariah services is clasified in to 7 variables. They arc
production, promotion, price, location, process, human resources and syariah
variables.

Theiresult shows that thc variable of syariah, product, price, and human resource
have consecutively become the dominant factors in explaining the customer
preference iii using BRI syariah services. The further analysis on syariah variable
explains that thc dominant aspect detennining customer preference is the
existence of profit/risk sharing system in BRI S yariah practices.
, Consumer behavior is important aspect to bc understood by marketers. BRI
syariah as one of the new syariah bank in Indonesia (institutionalized in 2009)is
currently in the stage of developing customer-based marketing strategy. The
purpose of this research is to understand the role of Syariah and marketing mix
dominant factors in determining customer preference on saving service in BRI
Syariah.
The research data are collected from 100 BRI syariah customers in Central Jakarta
hy using non-probability sampling method. The explaining factors of customer
prefcrcncc in using BRI Syariah services is clasified in to 7 variables. They arc
production, promotion, price, location, process, human resources and syariah
variables.
Theiresult shows that thc variable of syariah, product, price, and human resource
have consecutively become the dominant factors in explaining the customer
preference iii using BRI syariah services. The further analysis on syariah variable
explains that thc dominant aspect detennining customer preference is the
existence of profit/risk sharing system in BRI S yariah practices.
]
 File Digital: 1
 Metadata
No. Panggil : T33861
Nama orang :
Nama orang tambahan :
Nama badan tambahan :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2011
Program Studi :
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xvii, 77 pages : illustration ; 28 cm. + appendix
Catatan Bibliografi : pages 76-77
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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No. Panggil No. Barkod Ketersediaan
T33861 15-18-285684309 TERSEDIA
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