PENGARUH PEMBIAYAAN SYARIAH, MARKETING STRATEGY DAN ETIKA BISNIS TERHADAP PERKEMBANGAN NASABAH UMKM DALAM PERSPEKTIF PERBANKAN SYARIAH (Studi Pada Bank Perekonomian Rakyat Syariah Lampung Barat)

VERA, MARTASARI (2026) PENGARUH PEMBIAYAAN SYARIAH, MARKETING STRATEGY DAN ETIKA BISNIS TERHADAP PERKEMBANGAN NASABAH UMKM DALAM PERSPEKTIF PERBANKAN SYARIAH (Studi Pada Bank Perekonomian Rakyat Syariah Lampung Barat). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Usaha Mikro, Kecil, dan Menengah (UMKM) menghadapi tantangan utama berupa keterbatasan akses permodalan syariah, rendahnya strategi pemasaran profesional, serta kurang optimalnya penerapan etika bisnis di perbankan syariah. Hal ini menghambat perkembangan nasabah UMKM di Bank Perekonomian Rakyat Syariah (BPRS) Lampung Barat, meskipun UMKM berperan besar sebagai penggerak ekonomi lokal. Rumusan masalah difokuskan pada pengaruh parsial dan simultan pembiayaan syariah, marketing strategy, serta etika bisnis terhadap pertumbuhan nasabah UMKM. Penelitian menerapkan pendekatan kuantitatif deskriptif dengan jenis field research di BPRS Lampung Barat, menggunakan populasi 209 nasabah UMKM dan sampel 118 responden berdasarkan tabel Isaac & Michael. Data primer dikumpulkan melalui kuesioner skala Likert dan observasi, dianalisis dengan uji validitas-reliabilitas, asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas), regresi linier berganda, uji t parsial, uji F simultan, serta koefisien determinasi R² menggunakan SPSS. Hasil analisis menunjukkan pembiayaan syariah, marketing strategy, dan etika bisnis berpengaruh positif dan signifikan secara parsial maupun simultan terhadap perkembangan nasabah UMKM, terbukti dari uji hipotesis yang mendukung peningkatan omzet, aset, dan tenaga kerja. Temuan ini memberikan kontribusi teoritis berbasis Stewardship Theory serta praktis bagi pengembangan kebijakan BPRS dalam mendukung UMKM berkelanjutan. Kata Kunci : Pembiayaan Syariah, Marketing Strategy, Etika Bisnis, Perkembangan UMKM, Perbankan Syariah, Nasabah UMKM. ABSTRAK Micro, Small, and Medium Enterprises (MSMEs) face major challenges in the form of limited access to sharia financing, low professional marketing strategies, and suboptimal implementation of business ethics in sharia banking. This hinders the development of MSME customers at the Sharia People's Economic Bank (BPRS) Lampung Barat, even though MSMEs play a significant role as drivers of the local economy. The problem formulation focuses on the partial and simultaneous effects of sharia financing, marketing strategy, and business ethics on the growth of MSME customers. The research applied a descriptive quantitative approach with a field research type at BPRS Lampung Barat, using a population of 209 MSME customers and a sample of 118 respondents based on the Isaac & Michael table. Primary data were collected through Likert scale questionnaires and observation, analyzed using validity-reliability tests, classical assumptions (normality, multicollinearity, heteroscedasticity), multiple linear regression, partial t-test, simultaneous F-test, and the coefficient of determination R² using SPSS. The analysis results indicate that sharia financing, marketing strategies, and business ethics have a positive and significant effect, both partially and simultaneously, on the development of MSME customers, as evidenced by hypothesis tests that support increases in turnover, assets, and workforce. These findings contribute theoretically based on Stewardship Theory and practically to the development of BPRS policies in supporting the sustainability of MSMEs. Keywords : Sharia Financing, Marketing Strategy, Business Ethics, MSME Development, Sharia Banking, MSME Customers .

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