MODEL PERILAKU NASABAH NON-MUSLIM DALAM MEMUTUSKAN PENGAMBILAN PEMBIAYAAN DI KSPPS BMT DAMAI AMANAH SEJAHTERA PURBALINGGA MELALUI BAURAN PEMASARAN

MIFTAKHUL, HUDA (2024) MODEL PERILAKU NASABAH NON-MUSLIM DALAM MEMUTUSKAN PENGAMBILAN PEMBIAYAAN DI KSPPS BMT DAMAI AMANAH SEJAHTERA PURBALINGGA MELALUI BAURAN PEMASARAN. Skripsi thesis, UIN Prof. K.H. Saifuddin Zuhri.

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Abstract

ABSTRACT This global phenomenon requires banks to carry out proactive strategies. So apart from Muslim customers, currently non-Muslims are also part of the KSPPS BMT DAS customers. This research examines the reasons why non-Muslim customers decide to take out financing at KSPSS BMT Damai Amanah Sejahtera through the marketing mix. This research is field research with a qualitative approach with descriptive methods. Meanwhile, the primary data used is data sourced from interviews with non-Muslim KSPPS BMT DAS customers. For this reason, the data analysis used is inductive. The research results show that the factor that encourages non-Muslim customers is an easy-to-reach location, which provides comfort and easy access for customers. Apart from that, optimal institutional services that are easily accessible to all parties are also important considerations, because they provide transparency in the financial service process. Another significant factor is the existence of a clear and guaranteed legal umbrella, so that customers feel safe and protected when using the services of this institution. Meanwhile, the model used in this research, namely the rational decision model, is an approach or theory used in economics, management science, and other fields to explain how individuals or organizations make the most logical decisions under given conditions. In this case, non-Muslim customers are interested in becoming customers at KPSS BMT DAS Purbalingga. Keywords: Non-Muslim Customers, KPSS BMT DAS, Financing

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