Karakteristik Marketing Shariah dalam Keputusan Menjadi Nasabah Perbankan Shariah

Didin Burhanuddin Rabbani ((Mahasiswa Magister Ekonomi Sharῑ’ah Pascasarjana UIN Malang))

FALASIFA : Jurnal Studi Keislaman
Vol 8 No 2 (2017): SEPTEMBER

AbstractThis research was conducted to know and analyze the influence of sharῑ'ah marketing characteristic in the decision to become shar'ah banking customer (research on student of Faculty of Economics and Islamic Business UIN Sunan Kalijaga Yogyakarta), where in marketing characteristic shar''ah consist of four indicators namely, theistic (rabbāniyah), ethical (akhlāqiyah), realistic (al-waqi'iyyah), and humanistic (al-insaniyah) that will be measured for influence on the decision to become a customer. The method used in this research using quantitative approach, the data used is the primary data by distributing questionnaires to a number of respondents who have taken into account the level of trust. Based on the results of data analysis that has been collected, it is evident that the characteristics of marketing sharῑ'ah influence in the decision to become sharῑ'ah banking customers (a research of students of the Faculty of Economics and Islamic Business UIN Sunan Kalijaga Yogyakarta) is very weak, among four indicators of marketing characteristics sharῑ'ah above, ethical (akhlāqiyah) is the only one influencing the decision to become a sharῑ'ah banking customer. The conclusion that the academics and students in the environment of the object of research should instill a love attitude to sharῑ'ah banking, so that sharῑ'ah banking can also be loved by the community and to support the growth of sharῑ'ah banking in Indonesia.Keywords: sharῑ'ah marketing characteristics; theistic; ethical; realistic, humanistic, customer decisions, shar'ah banking.Falasifa: Jurnal Studi KeislamanVolume 08,