PENGARUH PROMOSI, LAYANAN M-BANKING DAN KEPERCAYAAN TERHADAP KEPUTUSAN NASABAH UNTUK MEMILIH PRODUK TABUNGAN DI BANK SYARIAH INDONESIA DI BANDAR LAMPUNG (Studi Pada Nasabah Bandar Lampung)

Muhammad, Faa’iz Al Azzam (2026) PENGARUH PROMOSI, LAYANAN M-BANKING DAN KEPERCAYAAN TERHADAP KEPUTUSAN NASABAH UNTUK MEMILIH PRODUK TABUNGAN DI BANK SYARIAH INDONESIA DI BANDAR LAMPUNG (Studi Pada Nasabah Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh meningkatnya kebutuhan layanan perbankan syariah yang mampu memberikan kemudahan, keamanan, dan kenyamanan bagi nasabah, khususnya dalam konteks digitalisasi layanan. Di Bandar Lampung, Bank Syariah Indonesia (BSI) menjadi salah satu bank syariah yang menawarkan berbagai fasilitas, termasuk promosi, layanan mobile banking (M-Banking), dan jaminan kepercayaan nasabah. Namun, berbagai faktor tersebut belum tentu memiliki pengaruh yang sama terhadap keputusan nasabah dalam memilih produk tabungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif kuantitatif, serta memanfaatkan data primer yang diperoleh melalui penyebaran kuesioner kepada nasabah BSI di Bandar Lampung. Data dianalisis menggunakan pendekatan Structural Equation Modeling (SEM) dengan metode Partial Least Square (PLS) untuk menguji hubungan antar variabel secara komprehensif. Teknik analisis mencakup pengujian outer model, inner model, dan uji hipotesis guna memastikan validitas dan reliabilitas instrumen, serta kekuatan hubungan antar variabel. Sampel ditentukan melalui teknik survei lapangan dengan responden yang telah menggunakan produk tabungan BSI. Analisis dilakukan menggunakan aplikasi SmartPLS guna memperoleh hasil uji statistik yang akurat. Hasil penelitian menunjukkan bahwa ketiga variabel Promosi, Layanan M-Banking, dan Kepercayaan memiliki pengaruh positif dan signifikan terhadap keputusan nasabah dalam memilih produk tabungan di Bank Syariah Indonesia Bandar Lampung. Promosi terbukti mampu menarik perhatian dan meningkatkan pemahaman produk nasabah. Layanan M-Banking menjadi faktor dominan yang paling signifikan karena kemudahan, kecepatan, dan kelengkapan fitur yang ditawarkan. Kepercayaan juga menjadi variabel penentu utama yang memengaruhi keputusan nasabah, terutama terkait reputasi, keamanan, dan kepatuhan bank terhadap prinsip syariah. Berdasarkan temuan tersebut, dapat disimpulkan bahwa BSI perlu memperkuat keunggulan layanan digital M-Banking sebagai daya tarik utama, sambil tetap menjaga kualitas promosi dan mempertahankan tingkat kepercayaan yang telah terbangun sebagai fondasi utama keputusan nasabah. ABSTRACT This research is motivated by the increasing need for Islamic banking services that can provide convenience, security, and comfort for customers, especially in the context of service digitalization. In Bandar Lampung, Bank Syariah Indonesia (BSI) is one of the Islamic banks that offers various facilities, including promotions, mobile banking (M-Banking) services, and customer trust guarantees. However, these various factors do not necessarily have the same influence on customer decisions in choosing savings products. This study employed a quantitative approach with a descriptive quantitative method, utilizing primary data obtained through questionnaires distributed to BSI customers in Bandar Lampung. Data were analyzed using the Structural Equation Modeling (SEM) approach with the Partial Least Squares (PLS) method to comprehensively examine the relationships between variables. The analysis techniques included outer model testing, inner model testing, and hypothesis testing to ensure the validity and reliability of the instrument, as well as the strength of the relationships between variables. The sample was determined through a field survey technique with respondents who had used BSI savings products. The analysis was conducted using the SmartPLS application to obtain accurate statistical test results. The results of the study indicate that three variables Promotion, M-Banking Services, and Trust have a positive and significant influence on customer decisions in choosing savings products at Bank Syariah Indonesia Bandar Lampung. Promotions have been proven to attract attention and increase customer understanding of the product. M-Banking services are the most significant dominant factor due to the convenience, speed, and completeness of the features offered. Trust is also a key determining variable that influences customer decisions, especially regarding the bank's reputation, security, and compliance with sharia principles. Based on these findings, it can be concluded that BSI needs to strengthen the superiority of its M-Banking digital services as a primary attraction, while maintaining the quality of promotions and maintaining the level of trust that has been built as the main foundation for customer decisions.

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