CUSTOMER KNOWLEDGE ANALYSIS OF THE DECISION TO CHOOSE SYARIAH
INDONESIA BANK CONSUMER FINANCING PRODUCTS
Halimatus
Sa'diyyah
Institut Agama Islam Negeri Ponorogo, Jawa Timur, Indonesia
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ARTICLE INFO |
ABSTRACT |
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product
knowledge; decision; consumer financing products. |
Product
knowledge is a collection of information about a particular product ranging
from product attributes, product values, and so on, that can provide
direction to consumers in deciding to buy or reject the product. Customer
decisions in buying banking products can be seen from the level of product
knowledge. This study analyses customer knowledge of the decision to choose
Bank Syariah Indonesia, Ponorogo Soetta Sub-Branch Office consumer financing
products. This study used a qualitative descriptive method. Data collection
techniques used observation, interviews, and documentation. The analysis
technique uses product knowledge analysis, namely product attributes,
functional benefits, psychological benefits, and the value obtained. The most
superior product is the Mitraguna financing product with total financing of
Rp. 33,000,000,000. The lowest financing is OTO financing of Rp.
1,600,000,000. OTO financing is still rare in demand because it is not a
primary need, so customers prefer Mitragun financing or pension financing
because it is a primary need. Home financing is the third rank of public
interest; although housing is a primary need, people are rarely interested in
applying for home financing. Customer knowledge of choosing consumer
financing products for Bank Syariah Indonesia Sub-Branch Office Ponorogo Soetta
still needs to be higher due to the lack of customers utilizing these
financing products functionally and psychologically. |
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DOI: 10.58860/ijsh.v1i1.3 |
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Corresponding Author: Halimatus Sa'diyyah
Email: halimah.diyyah0404@gmail.com
INTRODUCTION
Financial
institutions have an important role in the life of a country, especially in
developing countries such as Indonesia. Financial institutions have a strategic
position due to the main function of financial institutions as an institution
that collects funds from the public and channel funds to the community
effectively and efficiently (Wiwoho,
2014). (Wasiaturrahma
et al., 2020).
The bank's
language is taken from the Italian language, banco, which means table (bank,
nd). This term is used because every process and
transaction in the past and maybe in the future is carried out on the table. In
Arabic, the bank is usually called a mash of, a place where the exchange of
assets occurs, either by taking or storing or other than to do muamalat. (Ibrahim,
2020). An Islamic bank is a banking
institution that in principle adheres to Islamic law. In general, Islamic banks
are financial institutions whose main business is providing credit and other
services in payment traffic and money circulation that operate according to
sharia principles (Hasibuan,
2015). (Rizvi
et al., 2020). Islamic banks have an
operating system that does not rely on interest. There are five basic contract
concepts: the savings system, profit sharing, profit margins, rent, and
services or fees. The main activities of Islamic banking must use the basic
principles of Islamic banks that have been established, namely Mudharabah,
Musyarakah, Wadi'ah, Murabahah, Salam, Istishna', Ijarah, Qardh, Rahn,
Hiwalah/Hawalah, and Wakalah (Yudiana,
2014).
With this role,
financial institutions are expected to provide more benefits for the community,
and the community is given the freedom to choose between Islamic financial
institutions and non-Islamic financial institutions. The public's view of
Islamic financial institutions, among others, can represent the general
public's view of Islamic financial institutions, namely, firstly, there is no
interest, and both Islamic financial institutions are identical with the
profit-sharing system (Romdhoni,
2018).
Law No. 7 of
1992, as amended by Law No. 10 of 1998 (from now on abbreviated as UUPI),
distinguishes banks based on their activities into two, namely banks that carry
out conventional business activities and banks that carry out their actions
based on Islamic principles (Adrian
Sutedi, 2014). As mentioned in point 3 of
Article 1 UUPI provides limitations on the understanding of Islamic principles
as a rule of agreement based on Islamic law between Banks and other parties for
depositing funds and financing business activities, or other activities declared
in accordance with Islamic principles, including financing with the principle
of profit sharing (Anshori,
2018). (Mudharabah), financing
based on the principle of equity participation (Musharakah), the principle of
buying and selling goods with a profit (Murabahah), or financing of capital
goods based on the principle of the pure lease without choice (Ijarah), or with
the option of transferring ownership of the leased goods from the third party.
Bank by another party (Ijarah wa Iqtina) (Megawati,
2015).
However, people's
perceptions and attitudes towards bank interest and the profit-sharing system
are very diverse. Some people continue to receive goods; others receive a
profit-sharing plan. One of the challenges that are now faced by many Islamic
banks, including the Bank Syariah Indonesia Ponorogo Soetta Sub-Branch Office,
is the accusation that Islamic banks are just conventional banking with a
sharia label. Another challenge is in terms of the understanding of some people
who still need to improve on the operations of Islamic banks. They assume that
by not implementing the interest system, Islamic banks will not make a profit.
They only see that the added value of Islamic banks is more lawful and safe (Megawati,
2015).
Not all Muslims
can understand the importance of Islamic economics. In addition to the various
public perceptions about Islamic financial institutions, other factors
influence, namely the common general understanding of Islamic financial
institutions, the commonly shared sense is due to their lack of knowledge about
Islamic economics. This is due to the lack of socialization from these Islamic
financial institutions in providing an understanding of the dangers of interest
(riba) for our lives and the lack of socialization in introducing the various
products and services offered to customers, so that customer knowledge about
Islamic financial institutions is still lacking and the public in general.
Still, the system of financial institutions run by Islamic financial
institutions is similar to that run by non-Islamic financial institutions (Romdhoni,
2018).
Islamic banks
enlarge and strengthen the Islamic economic position through BSI (Bank Syariah
Indonesia). BSI is a bank resulting from the merger between PT Bank BRI Syariah
Tbk, PT Bank Syariah Mandiri, and PT Bank BNI Syariah. The Financial Services
Authority (OJK) officially issued the merger permit for the three sharia bank
businesses on January 27, 2021, through letter Number SR-3/PB.1/2021.
Furthermore, it was inaugurated on February 1, 2021, by President Joko Widodo.
After the merger and consolidation process, it is hoped that Bank Syariah
Indonesia can strengthen its market capitalization (Syariah,
nd).
Bank Syariah
Indonesia is present in the community to be a financing solution for the
community or entrepreneurs to meet business capital needs and loans for all
people with different work backgrounds. Bank Syariah Indonesia provides various
financing products, namely home financing, partner financing, OTO financing,
pension financing, employee financing, mortgage financing and gold instalments,
KUR financing, and so on (Afifah,
2021). By applying the contract in
every funding. Based on the results of interviews with BSI KCP Ponorogo Soetta
employees, namely Mbak Dyah Ayu Prabandari as the Consumer Business
Relationship Manager in consumer financing, the superior product and the most
demanded by customers is the Mitraguna financing product, which in this
financing provides financing to employees who pay payroll at BSI KCP Ponorogo
Soetta.
When a customer
chooses to use a product or service, of course, the customer already has
information related to the product or service; this is called product
knowledge. Product knowledge is various kinds and combined forms of information
on a product, including product attributes, functional benefits, psychological
benefits, and values related to the products used. The customer's decision to
buy or use the banking product is seen from the level of knowledge of the
product (Maharani
et al., 2021).
Evaluation of
product knowledge of customers who use consumer financing products is used to
determine the extent to which customers know about these products. Based on
interviews with BSI KCP Ponorogo Soetta, customers who use consumer financing
products need to learn more about product knowledge. If the customer has
excellent product knowledge at BSI KCP Ponorogo Soetta, it can play an
important role in getting to know the company, especially in terms of
innovation.
The customer
already has product information or knowledge about product attributes,
functional benefits, psychological benefits, and values related to the products
used. However, they need to understand more thoroughly, showing that the
customer has poor product knowledge. From the results of interviews with
customers that these customers need to learn in detail related to product
knowledge; customers know or learn only one type of element so that they are
complete regarding product knowledge.
Based on the
description above, the problem in this study is related to product knowledge
owned by customers regarding consumer financing products at BSI KCP Ponorogo
Soetta. Thus, the purpose of this study will be to analyze the analysis of
customer knowledge on the decision to choose consumer financing products at BSI
KCP Ponorogo Soetta.
METHOD
In this study,
qualitative methods are used to see and express a situation or an object in its
context to find meaning or deep understanding of a problem at hand, which
appears in the form of qualitative data in the form of pictures, words, and events
as well as in natural settings (Anggito
& Setiawan, 2018). The place of this research
is at Bank Syariah Indonesia, Ponorogo Soetta Sub-Branch Office, which is
located at Jl. Soekarno Hatta, Banyundono, Ponorogo District, Ponorogo Regency.
This research was carried out from September 26, 2022, to October 22, 2022. The
population in this study were all employees of consumer financing at Bank
Syariah Indonesia KCP Ponorogo Soetta. At the same time, the sample was two
people, one Consumer Business Relations Manager and consumer financing
customers. In this study, primary data were obtained directly through
interviews with the Consumer Business Relations Manager and consumer financing
customers of Bank Syariah Indonesia KCP Ponorogo Soetta. So, this research is
focused on finding and reviewing data in the field relevant to the problems
raised.
The techniques
used to obtain data in this study were observation, interviews, and
documentation. Where observation is a data collection technique that not only
measures the attitude of respondents (interviews and questionnaires) but can
also be used to record various phenomena that occur (situations and conditions)
(Anufia
& Alhamid, 2019). This method is carried out
by conducting direct observations at BSI KCP Ponorogo Soetta. The data
processing technique in this study used a qualitative descriptive approach.
Namely, the data is obtained and then presented in the form of pictures, words,
and not numbers, then described to provide realistic clarity (Maharani
et al., 2021). The researcher took a
qualitative approach to analyze and determine customer knowledge of the
decision to choose consumer financing products at BSI KCP Ponorogo Soetta with
analytical procedures in the form of words which were then described and
developed to be easily understood by others.
RESULTS AND DISCUSSION
1. Terms and Conditions for
Consumer Financing Products BSI KCP Ponorogo Soetta
Consumer financing products implemented at BSI KCP Ponorogo
Soetta, namely:
a. Mitraguna financing, namely
for ASN (State Civil Apparatus) and private employees who pay payroll at BSI
KCP Ponorogo Soetta. Unsecured financing with various benefits and conveniences
for payroll employees at BSI KCP Ponorogo Soetta. This financing uses
Murabahah, Ijarah, and Word Wal Murabahah contracts. General terms and
conditions for customers who will apply for Mitragun financing are as follows:
1) Applicant's ID card
2) Spouse's KTP/KK (for those
who are married)
3) NPWP
4) Employee Decree
5) Payroll via BSI
6) Income document (salary slip
or benefits)
7) Current account mutation
8) License to practice (only for
doctors)
b. Pension financing is for
employees who are on the payroll at BSI KCP Ponorogo Soetta, who are about to
enter retirement and those who have retired. This financing uses Murabahah and
Qord wal Murabahah contracts. General terms and conditions for customers who
will apply for Mitragun financing are as follows:
1) Applicant's ID card
2) KTP Spouse/KK (for those who
are married)
3) NPWP
4) Pension financing submits
original retirement decree/automatic pension decree/widow's decree.
5) Pre-retirement financing
submits SK PNS / SK last appointment
6) Payroll salary/retirement
benefits through BSI
7) Income document
(search/salary book/passbook/other income documentation)
8) Current account mutation
c. Home/house financing, namely
financing for payroll and non-payroll at BSI KCP Ponorogo Soetta. There are two
types of Griya, namely Giya for purchasing a house and those who already have a
place but require funds to guarantee a certificate. Where the certificate is
secured to be refinanced by the bank or refinancing. The contract used is
Murabahah, if the refinancing contract is Musyarakah Mutanaqisah (MMQ). General
terms and conditions for customers who will apply for home financing are as
follows:
1) Indonesian citizens domiciled
in Indonesia.
2) Type of profession as a
permanent employee, professional, and self-employed
3) Minimum age 21 years or
already married
d. OTO financing, namely
financing for the purchase of used and new vehicles, but if the motor is new,
it must be unique. The contract used in OTO financing is the Murabahah contract
because it is only for purchases. General terms and conditions for customers
who will apply for home financing are as follows:
1) Indonesian citizens domiciled
in Indonesia
2) The types of customer
professions are permanent employees, self-employed, and professionals
3) Minimum age 21 years or
already married
4) Special price for BSI OTO
financing for the purchase of a new car or motorbike
2. Analysis of Customer
Knowledge on Decisions to Choose Consumer Financing Products BSI KCP Ponorogo
Soetta
Consumer financing aims for consumptive
purposes (Ilyas,
2020). Wasteful products are to
buy goods and services. So consumptive products will run out of money to
purchase goods or services. From the results of an interview with Mbk Dyah Ayu
Prabandari as the Consumer Business Relationship Manager at BSI KCP Ponorogo
Soetta, in one year, consumer financing has always increased. Most financing
products are partner/employee financing, pension financing, home financing, and
OTO financing. But in this case, there are still customers who do not know
about consumer financing, so the bank continues to do marketing through
advertising on social media and conducting marketing directly to the field or
outreach to find out how far the public or customers know consumer financing
products.
Meanwhile, from the results of
interviews with customers, there are customers who need help understanding and
knowing about consumer financing. As well as the need for more customers to
utilize these financing products functionally and psychologically. The
following is an analysis of customer knowledge on the decision to choose
consumer financing products at BSI KCP Ponorogo Soetta:
a. Product attributes (product attributes)
1) Mitraguna financing product,
in this case, many customers apply for financing. Because this financing is
intended for ASN or private employees who pay payroll at BSI KCP Ponorogo
Soetta. Because there are many employees in the Ponorogo area, the majority are
Muslims. So, this financing product is the one with the most financing. From
this financing, payroll employees can do financing easily and have light and
fixed instalments.
2) Pension financing products,
in this case, customers who are about to retire and those who have retired, can
enjoy the results of their financing at BSI KCP Ponorogo Soetta.
3) A home financing product, in
this financing, customers can enjoy a new house from the results of their
funding at BSI KCP Ponorogo Soetta.
4) OTO financing product, in
this financing, the customer can have a new or used vehicle. The vehicles that
BSI KCP Ponorogo Soetta can finance are motorbikes and cars.
b. Functional benefits
(physical)
1) Mitraguna financing product
customers are very happy with Mitraguna financing because their salaries will
be stored properly without any unnecessary expenses. But some customers have a
lot of costs and little income, so that this financing will be hampered. This
is caused by customers who work in companies that are not good.
2) Retirement financing
products, customers can enjoy the results of this financing when they are
retired. So that his life will be fulfilled. I need clarification on where to
look for income because there is already this pension financing.
3) For h
4) ome financing products,
customers will feel happy because they can have a new house that is livable and
nice. But there are also customers who want to avoid being refinanced. Because
also apply for another financing.
5) OTO financing product,
customers feel happy to have a new vehicle. Because with this vehicle,
customers will have no trouble when they are going to travel.
c. Psychological benefits
1) Mitraguna financing products,
customers in the surrounding environment can make alms from the financing
proceeds. So that people can be helped. There are also customers who need to
improve in socializing with the surrounding environment. This is due to the bad
character of the customer.
2) With retirement financing
products, customers with their families can enjoy their old age in peace
because there is already this pension financing.
3) The home financing product,
the customer's house from the proceeds of this financing, can be useful for the
surrounding environment, such as being able to be used for recitation,
recitals, social activities, and others that are useful for the surrounding
community.
4) OTO financing product,
customers can lend their vehicle to others in need, so that person feels
helped.
d. Obtained values
1) Mitraguna financing products,
and customers, have a lot of income from the results of Mitraguna financing.
2) Retirement financing
products, customers have a lot of income that can be used in old age from the
results of pension financing.
3) In-home financing products,
the customer has a nice and livable house from the results of the home
financing.
4) OTO financing products, and
customers, have good and useful vehicles for themselves or the surrounding
areas from the results of OTO financing.
From
the explanation above, there are customers who are less than optimal in the use
of consumer financing, namely functionally and psychologically. Functionally,
there are Mitraguna financing customers who work in bad places so that the
customer's income remains, but the expenses increase. So that customers
experience a decrease in their ability to pay due to insufficient payment or a
reduction in revenue from where the customer works. There are sudden expenses
such as illness, disaster, fraud exposure, etc. If the customer experiences
non-performing financing, the bank offers to restructure.
There
are also customers who lack good intentions to pay because they have less
income. Then there are also home financing customers who apply for another
financing, so they have more responsibilities. When the customer works in a
less-than-good place and uses additional funding, it won't
be very easy for the customer because income and expenses need to be balanced. So the customer must be good at choosing or applying for
financing and adjusting it to his income.
Psychologically,
there are Mitraguna financing customers who have poor character. The lack of
customers socializing with the surrounding community makes these customers
isolated and lacks insight into mixing. In this case, the bank can also find
out the customer's character when he comes to the customer's place or meets the
customer. The bank asks the customer whether there is a loan that is still
running or not; for example, there is a loan of IDR 50,000,000, according to
the customer's confession, for a period of 12 months, at Bank Syariah Indonesia.
From this data, the bank checks with BI Checking; BI Checking is a system to
check the financing of customers who have loans at the bank or to check
customer obligations other than at Bank Syariah Indonesia, as well as to
calculate the customer's ability to pay. If the data in BI Checking matches
what the customer is talking about, then the customer is honest or has good
character. However, if the data in BI Checking does not match what the customer
is talking about, then the customer has a bad feeling. So that the bank
provides solutions to customers if there are problems in financing.
Based
on an interview with Mbak Dyah Ayu Prabandari as the Consumer Business
Relationship Manager said: "The segmentation at Bank Syariah Indonesia
that is being improved is mainly consumer financing. The consumer financing
product that is most superior or in demand by customers is the Mitraguna
financing product. Every year consumer financing at BSI KCP Ponorogo Soetta
increases by 20%, with 526 customers and ten people or 2% of problematic
financing. Total consumer financing this year is financing for partners of Rp.
33,000,000,000, murabahah pension financing Rp. 17,400,000,000 and pension
Rahn/pawn SK Rp. 1,600,000,000, home financing Rp. 10,800,000,000, OTO financing
Rp. Rp. 1,600,000,000."
From
the interview results, it can be concluded that the most superior product is
the Mitraguna financing with a total financing of Rp. 33,000,000,000. In this
one year, Mitraguna financing always reaches the target and has increased. The
lowest financing is OTO financing of Rp. 1,600,000,000. OTO financing is still
rare in demand because it is not a primary need, so customers prefer Mitragun
financing or pension financing because it is a primary need. Home financing is
the third rank of public interest; although housing is a primary need, people
are rarely interested in applying for home financing.
In
marketing consumer financing products, BSI KCP Ponorog Soetta directly goes to
collaborated customers. In marketing the product, the bank explains the product
to the customer so that customers are interested in applying for consumer
financing by not choosing the wrong funding needed.
CONCLUSION
Customer
knowledge of the decision to choose consumer financing products BSI KCP Ponorogo
Soetta still needs to be higher due to the lack of customers utilizing these
financing products functionally and psychologically. Functional benefits
include customers working for companies that are not good and applying for
financing. Psychological benefits, some customers have a bad character. In BSI,
KCP Ponorogo Soetta only applies four consumer financing products: partner
financing, pension financing, home financing, and OTO financing. The most
superior and in-demand financing products are partner/employee financing
products, pension financing, home financing, and OTO financing.
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