Analisis Perilaku Konsumen Dalam Memilih Pembiayaan Gadai Emas Syariah Di Pt. Bank Syariah Mandiri Cabang Duri

Wahyudi, Indra (2018) Analisis Perilaku Konsumen Dalam Memilih Pembiayaan Gadai Emas Syariah Di Pt. Bank Syariah Mandiri Cabang Duri. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to find out how consumers behave in choosing sharia gold pawn financing products at PT. Bank Syariah Mandiri Branch Duri. This study also explains that consumer behavior is the variable that most influences customers who will choose sharia gold mortgage products. The research method used by the author is quantitative, which emphasizes the analysis of numerical data (numbers) processed by statistical methods. The results of the study show that Consumer Behavior in Choosing Sharia Gold Pawn Financing at PT. Bank Syariah Mandiri Branch Duri which is determined by four indicators, namely cultural factors, social factors, personal factors and psychological factors can be said to strongly agree with the results of the recapitulation of 79.35% and in the category strongly agree. Based on the results of research that the authors have done that the most dominant factor influencing consumer behavior is a cultural factor in terms of culture where management is not difficult and the margins are low compared to other financial institutions while the inhibiting factor is that social factors need to be improved more interesting or creative in making brochures or billboards to schools, companies, or other places so that it becomes the people's attraction to find out about BSM products, especially gold pawning products.

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