PENGARUH LINGKUNGAN SOSIAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN HAJI DI BANK SYARIAH WAY KANAN

MUHAMAD, RAFLY (2026) PENGARUH LINGKUNGAN SOSIAL DAN WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MEMILIH TABUNGAN HAJI DI BANK SYARIAH WAY KANAN. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Menunaikan ibadah haji merupakan rukun Islam kelima yang wajib dilaksanakan bagi umat Muslim yang mampu secara finansial maupun fisik. Penelitian ini bertujuan untuk menguji dan menganalisis secara empiris pengaruh Lingkungan Sosial terhadap Keputusan Nasabah Memilih Tabungan Haji di Bank Syariah Way Kanan, serta pengaruh Word of Mouth terhadap Keputusan Nasabah Memilih Tabungan Haji di instansi perbankan syariah yang sama. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh masyarakat Kabupaten Way Kanan yang menjadi nasabah dan menggunakan produk atau jasa pada Bank Syariah Way Kanan. Data primer yang diperoleh kemudian diolah dan dianalisis secara statistik menggunakan metode Structural Equation Modeling (SEM) berbasis varian melalui pendekatan Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS 4. Hasil pengujian model struktural menunjukkan nilai R-Square untuk variabel Keputusan Nasabah. Hal ini mengindikasikan bahwa variabilitas keputusan nasabah yang dapat dijelaskan oleh variabel Lingkungan Sosial dan Word of Mouth adalah sebesar 24,9%, sedangkan sisanya sebesar 75,1% dijelaskan oleh variabel-variabel lain di luar model penelitian ini. Berdasarkan hasil uji hipotesis ditemukan bahwa variabel Lingkungan Sosial berpengaruh positif dan signifikan terhadap Keputusan Nasabah Memilih Tabungan Haji di Bank Syariah Way Kanan, dengan nilai T-statistic sebesar 4,995 dan P-value 0,000. Sebaliknya, variabel Word of Mouth juga menunjukkan pengaruh yang positif dan signifikan terhadap keputusan nasabah. Kata Kunci: Lingkungan Sosial, Word of Mouth, Keputusan Nasabah, Tabungan Haji, Theory of Planned Behavior. ABSTRACT Performing Hajj is the fifth pillar of Islam that must be carried out for Muslims who are financially and physically able. This study aims to test and analyze empirically the influence of Social Environment on the decision of customers to choose Hajj savings in Way Kanan Syariah Bank, as well as the influence of Word of Mouth on the decision of customers to choose Hajj savings in the same syariah banking institution. This study uses a quantitative approach. The population in this study is the entire Way Kanan Regency community who become customers and use products or services at way Kanan Islamic Bank. The primary Data obtained were then processed and analyzed statistically using structural Equation Modeling (SEM) based variant through Partial Least Square (PLS) approach with the help of SmartPLS 4 software. The results of structural model testing show the value of R Square for customer decision variables. This indicates that the variability of customer decisions that can be explained by social Environment variables and Word of Mouth is 24.9%, while the remaining 75.1% is explained by other variables outside the research model. Based on the results of the hypothesis test, it was found that the social Environment variables have a positive and significant effect on the customer's decision to choose Tabungan Haji at Bank Syariah Way Kanan, with a T-statistic value of 4.995 and a P-value of 0.000. Conversely, word of Mouth variables also showed a positive and significant influence on customer decisions. Keywords: Social Environment, Word of Mouth, Customer Decision, Hajj savings, Theory of Planned Behavior.

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