Pengaruh efektivitas promosi, kualitas pelayanan, dan tingkat literasi keuangan terhadap keputusan menabung deposan di PT BPRS Harum Hikmahnugraha Leles Garut

Hakim, Cipta Lukmanul (2017) Pengaruh efektivitas promosi, kualitas pelayanan, dan tingkat literasi keuangan terhadap keputusan menabung deposan di PT BPRS Harum Hikmahnugraha Leles Garut. Masters thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Produk-produk yang dimiliki oleh perbankan syariah masih banyak yang belum diketahui dan diminati oleh masyarakat, salah satunya yaitu deposito. Nasabah perbankan lebih memilih produk tabungan daripada deposito. Padahal nisbah bagi hasil deposito selalu lebih besar daripada tabungan. Rendahnya minat nasabah terhadap deposito dikarenakan deposito tidak selikuid giro dan tabungan. Rendahnya pengetahuan akan produk-produk perbankan karena tingkat literasi keuangan nasabah yang rendah sebagaimana hasil survey yang dilakukan oleh OJK pada tahun 2013. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis: 1) pengaruh efektivitas promosi terhadap keputusan menabung deposan, 2) pengaruh kualitas pelayanan terhadap keputusan menabung deposan, 3) pengaruh tingkat literasi keuangan terhadap keputusan menabung deposan, dan 4) pengaruh efektivitas promosi, kualitas pelayanan, dan tingkat literasi terhadap keputusan menabung deposan. Penelitian ini menggunakan teori promosi, pelayanan, literasi keuangan, dan perilaku konsumen/ nasabah. Proses pengambilan keputusan nasabah melalui lima tahap yaitu: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Dalam Proses Keputusan nasabah tersebut dipengaruhi oleh dua faktor yaitu faktor eksternal dan internal. Dalam hal ini, literasi keuangan merupakan faktor internal yang mempengaruhi nasabah, sedangkan promosi dan pelayanan merupakan faktor eksternal yang mempengaruhi keputusan nsabah. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data kuesioner. Pendekatan yang digunakan adalah deskriptif verifikatif. Sedangkan analisis data menggunakan statistika parametrik dengan uji korelasi parsial, korelasi simultan, dan uji regresi. Penggunaan statistika parametrik mensyaratkan skala data interval atau rasio. Oleh karena itu, untuk memenuhi syarat tersebut terlebih dahulu dilakukan transformasi data dari ordinal ke interval dengan Method of Succesive Interval (MSI). Sebelum dilakukan uji statistik parametrik, terlebih dahulu dilakukan uji asumsi klasik yaitu uji normalitas, uji linearitas, uji multikolinearitas, dan uji heteroskedastisitas. Penelitian ini dapat disimpulkan bahwa: 1) terdapat pengaruh yang positif dan signifikan secara parsial antara efektivitas promosi dengan keputusan menabung deposan, 2) terdapat pengaruh yang positif dan signifikan secara parsial antara kualitas pelayanan dengan keputusan menabung deposan, 3) terdapat pengaruh yang positif dan signifikan secara parsial antara tingkat literasi keuangan nasabah dengan keputusan menabung deposan, dan 4) terdapat pengaruh yang positif dan signifikan secara simultan antara efektivitas promosi, kualitas pelayanan, dan tingkat literasi keuangan nasabah dengan keputusan menabung deposan. ENGLISH : Products of sharia banking is not still knew and interested by public, among deposit. Costumer’s banking more choosing the saving than deposit. Whereas, the mechanism of profit and loss sharing on deposit is always upper than saving. The low of interest costumer’s banking on deposit because the deposit is not liquid than current account and saving. The low of knowledge about product of sharia banking cause the level of financial literacy is low, as result of survey from OJK in 2013. The purpose of this research is for understanding and analyzing: 1) the effect between effective promotion with saving decision of depositor partially, 2) the effect between service quality with saving decision of depositor partially, 3) the effect between level of financial literacy with saving decision of depositor partially, and 4) effect between effective promotion, service quality, and level of financial literacy with saving decision of depositor simultaneously. The method of research use kuantitatif research with the technique of data collecting is questionnaire. The technique of data analysis use parametrical statistic with test of partial correlation, simultaneous correlation, and test of regression. This research use theory of promotion, service, financial literacy, and costumer’s behaviour. The process of making decision through five steps are; problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. The process of making decision is impacted two factor are external factor and internal factor. In this case, the financial literacy is internal factor that impacting the costumer’s decision, whereas the promotion and service are external factor that impacting the costumer’s decision. This research use quantitatif method with the technique of data collecting is questionnaire. The technique of data analysis use parametrical statistic with test of partial correlation, simultaneous correlation, and test of regression. As prerequisite using parametrical statistic, is the scala of data is interval or ratio, then to ful fill it being transform data from ordinal to interval with Method of Succeesive Inerval (MSI). Before made test of parametrical statistic, beforehand made test of classical assumption are test of normality, test of linearity, test of multicorinearity, and test of heteroskedasticity. This research can be concluded that: 1) there is a positive and significant effect between effective promotion with saving decision of depositor partially, 2) there is a positive and significant effect between service quality with saving decision of depositor partially, 3) there is a positive and significant effect between level of financial literacy with saving decision of depositor partially, and 4) there are the positive and significant effect between effective promotion, service quality, and level of financial literacy with saving decision of depositor simultaneously.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Efektivitas promosi; kualitas pelayanan; Tingkat literasi keuangan; menabung deposan
Subjects: Administration of Economy > Administration of Financial Institutions
General Management > Financial Management
Divisions: Pascasarjana Program Magister > Program Studi Ekonomi Syari'ah
Depositing User: Zulfa Sofyani Putri
Date Deposited: 03 Jan 2019 08:59
Last Modified: 03 Jan 2019 08:59
URI: http://digilib.uinsgd.ac.id/id/eprint/17807

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