Tesis ini membahas perbedaan faktor-faktor yang mempengaruhi perbedaan adopsi pembelian unitlink sebagai produk baru antara konsumen syariah dan konvensional dari tahap pencarian masalah hingga pembelian (adopsi) dilakukan meliputi tahap pre-existing problem (religiusitas), tahap awareness (brand awareness), tahap interest (brand preference), tahap evaluation (brand trust), tahap trial (brand affection), dan tahap adopsi (brand loyalty).Sebagai proses post adopsi, dianalisa juga perbedaan sikap importance (ekspektasi) dan performance (persepsi) anatara unitlink syariah dan konvensional. Pada dasarna, penelitian ini mengidentifikasi variabel apa yang berperan penting dalam keputusan pembelian (adopsi) yang membedakan antara syariah dan konvensional. Penelitian ini adalah penelitian kuantitatif dengan metode single cross sectional melalui penyebaran kuisoner.Hasil penelitian menyarankan bahwa penting kiranya bagi pihak-pihak terkait (praktisi unitlink syariah) untuk memperhatikan atribut brand awareness unitlink syariah. Mereka juga sebaiknya tidak mengabaikan sisi keyakinan nilai agama para nasabah dengan menerapkan syariah compliance dengan baik pada setiap opearsionalisasi unitlink syariah. Sedangkan, untuk konvensional, nasabah unitlink menganggap positif penggalian informasi yang komprehensif yang diperoleh dari agen konvensional. Sehingga, bila unitlink syariah menginginkan akselerasi pertumbuhan yang cepat, penting kiranya penyedian informasi mengenai unitlink syariah yang lengkap dan transparan.
This tesis researches the discrimination of factors that influence the adoption process of buying between sharia and conventional unitlink. The adoption process consists of several phase i.e. pre-existing problem or needs, awareness, interest, evaluation, trial, and adoption. Religiosity represents phase of problem recognition. Brand awareness stands for awareness phase. Brand preference correspondents to interest phase. Brand trust for evaluation phase. Brand affection signifies for trial phase. Brand loyalty embodies for adoption phase. Subsequent to adoption process, there's post adoption process which is indispensable as well as adoption. The key issue of post adoption is brand perceived quality (importance and performance of attribute).This research also analyzes the distinction of importance and performance attitude. The chief concern of this study is identification what factor becoming significant role in innovative product buying decision (adoption) and dissimilarities in the midst of sharia and conventional. This quantitative research exploits single cross sectional method by means of questionnaire.The study result suggests that pemasar should focus on brand awareness and religiosity that are essential point for sharia unitlink respondent. The vital occurrence is sharia compliance that ought to be implemented in each operational of unitlink. Thus, transparency of information must be provided to prevail the competition and attain the accelerated growth in sharia insurance industry. |
