Pengaruh religiousity, pricing dan corporate image terhadap sikap dan minat penggunaan jasa pembiayaan mikro syariah

Shabrina, Zuliyanti (2018) Pengaruh religiousity, pricing dan corporate image terhadap sikap dan minat penggunaan jasa pembiayaan mikro syariah. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://lib.sb.ipb.ac.id/

Abstract

The developing of Small and Medium Enterprise (SME) in Indonesia could not be separad from support of banking in financial distribution for SME. There are two alternatif loan for SME, conventional loan and sharia loan. Bank Syariah Mandiri is the one of the islamic financial institution which distrubute micro sharia loan. There are so many financial institution in this business so BSM need more marketing strategy to speard they market and be a market leader in this business. Realization of target achievement BSM Pondok Kelapa was below the manager expected level. Therefore, further research is required to find factors that affecting public interest for using BSM Service and Sharia Fund for SME with the purpose of finding effective and efficience marketing strategies. Data collection applied face to face interview using questionnaire. This research aim to analyze the influence of religiousity, pricing, and corporate image toward attitude and intention to use mucro sharia loan. This research perform 150 respondents tha chosen purposively and analyzed using SEM with SmartPLS3 software. Respondents took from 10 branchs of BSM in Pondok Kelapa Area within September – Desember 2017. The result shows that pricing and corporate image through attitude had a significant affect toward intention in using SME sharia loan. Religiousity showed insignificant affect toward attitude. Otherwise, pricing and corporate image showed significant affect toward attitude. The other result showed that religiousity and corporate image give insignificant affect toward intention. Pricing and attitude showed significant affect toward intention. Managerial implication is based on segmentation, targeting, and positioning (STP). For segmentation aspect, firm should present educative presentation for explaining the importance of having additional income interspersed with value of BSM SME Sharia Fund. In targetting aspect based on this research, SME owned by respondents has been established for 1 – 3 years ago, and enterprise expansion is urgently required at that point. Firm could take a role as SME additional fund. While positioning stated that firm could widen the IT system for promoting administrative submission until loaning system of BSM SME fund, and for doing innovation process to survive and against its competitor.

Item Type: Thesis (Masters)
Uncontrolled Keywords: corporate image, minat penggunaan, pricing, religiousity, sikap, Structural Equation Model, SEM attitude, corporate image, intention to use, pricing, religiousity
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 01 Feb 2019 01:07
Last Modified: 01 Feb 2019 01:07
URI: http://repository.sb.ipb.ac.id/id/eprint/3251

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