Vidya Fathimah

Analysis of Customer Decision Determinants in Choosing Islamic Banking Products

Introduction

Analysis of customer decision determinants in choosing islamic banking products. Penelitian faktor penentu keputusan nasabah memilih KPR syariah (BSI): hindari riba, angsuran tetap. Analisis kepuasan & kekecewaan terkait alokasi cicilan serta pelunasan awal.

Abstract

Penelitian ini bertujuan untuk menganalisis apa saja faktor yang menjadi penentu nasabah memutuskan untuk memilih produk pembiayaan Kredit Pemilikan Rumah (KPR) perbankan syariah, dan juga menganalisis bagaimana kepuasan nasabah setelah memakai produk pembiayaan KPR perbankan syariah. Penelitian ini dilakukan di bank Bank Negara Indonesia  Syariah yang sekarang menjadi Bank Syariah Indonesia (BSI). Adapun teknik analisis data dalam penelitian ini adalah deskriptif kualitatif dengan metode wawancara, observasi, dan studi literartur. Berdasarkan hasil penelitian, ada beberapa faktor yang menjadi keputusan nasabah dalam memilih melakukan pembiayaan KPR di Bank Syariah Indonesia yaitu terhindar dari riba, angsuran tetap, tidak adanya denda, apabila terjadi krisis moneter bank syariah tidak mudah bangkrut. Dan selanjutnya setelah dilakukan pembiayaan KPR selama lima puluh dua bulan, nasabah merasa kecewa, karena nasabah ingin melakukan pelunasan tetapi angka angsuran pokok masih sangat besar yang harus dilunasi. Hal itu disebabkan karena pihak bank syariah memasukkan nilai angsuran nasabah lebih besar ke angsuran margin dari pada angsuran pokok ketika membayar cicilan.

Review

This study tackles a highly relevant and important area within Islamic finance: understanding the determinants of customer choice for Sharia-compliant banking products, specifically home ownership financing (KPR), and critically, assessing post-purchase customer satisfaction. The research objectives are clearly stated, aiming to identify the factors influencing customer decisions and to evaluate their satisfaction after utilizing Islamic KPR products. The focus on both pre-purchase motivations and subsequent experience offers a valuable, comprehensive perspective on the customer journey in this sector, with the study conducted at a prominent institution, Bank Syariah Indonesia (BSI), using a descriptive qualitative approach. The findings provide insightful data on the initial drivers for choosing Islamic KPR, confirming that customers are primarily motivated by religious principles (avoidance of riba), practical benefits (fixed installments, no penalties), and a perception of institutional stability during economic downturns. However, the study uncovers a particularly significant and concerning issue regarding post-purchase satisfaction. After a considerable period (52 months) of financing, customers expressed disappointment. This dissatisfaction stems from the realization that a disproportionately large portion of their installment payments was allocated towards the bank's margin rather than the principal, making early repayment difficult and leaving a substantial principal balance. This highlights a critical gap between initial expectations and the actual financial experience. While the study presents crucial practical implications, particularly concerning customer satisfaction, the abstract would benefit from additional methodological detail to fully assess the rigor of the qualitative analysis. Specifics on the number of interviews conducted, the process of data saturation, or the analytical framework used for thematic derivation would strengthen the reported findings. The single-case study nature, while allowing for in-depth understanding within BSI, may limit the direct generalizability of the satisfaction findings to the broader Islamic banking sector. Future research could explore this identified source of dissatisfaction more broadly, perhaps through comparative studies across various Islamic financial institutions or by investigating the clarity and transparency of product explanations provided to customers regarding installment allocation at the point of sale.

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