Purchase intention behavior of Syariah financial product

• Author: Anton Agus Setyawan
• Position: Universitas Muhammadiyah Surakarta, Indonesia
• Pages: 107-114

Vol. 4 No. 1

March, 2018

ISSN 2410-3918

Acces online at www.iipccl.org

107

Academic Journal of Business, Administration, Law and Social Sciences

IIPCCL Publishing, Graz-Austria

Purchase intention behavior of Syariah fi nancial product

Anton Agus Setyawan

Universitas Muhammadiyah Surakarta, Indonesia

Abstract

This study explores purchase intention of Syariah fi nancial product. The purpose of the study

is to identify factors of consumer’s intention to use Syariah fi nancial product. Framework of

the study is TRA model proposed by Ajzen and Fishbein (1980). The design of this study is

qualitative approach. This study employs focus group discussion and in depth interview in

data collection. Focus group discussion in this study involves 6 Syariah fi nancial products.

In depth interview has been accomplished with 3 di erent managers from Syariah fi nancial

institutions. Findings in this study are consumer’s evaluate Syariah fi nancial product by

comparing benefi ts of the product with conventional fi nancial products. The concept of non

economic benefi t and religious aspect is also discussed in this study.

Keywords: purchase intention, beliefs, benefi ts, religiousity.

Introduction

he growth of Syariah fi nancial product within these 5 years is very rapid so it opens

opportunity to the management researchers to analyze the many aspects in it. But,

research about Syariah fi nancial product blocked by the lack of theory of study of

Syariah management that is still stagnant. In Syariah banking outlook in 2014 from

Bank of Indonesia, it is mentioned that the performance of Syariah banking marketing

in Indonesia is increasing, there is 4,3% increase in the market segment.

In 2012, the number of Syariah Public Bank (Bank Umum Syariah (BUS)) and Syariah

Business Unit (Unit Usaha Syariah(UUS)) until October is still the same, but the

number of o ce network is increasing. Even though the number of BUS (11 units)

and UUS (24 units) is still the same, but the service of the people’s need of Syariah

banking is increasing widely, it could be seen on the increasing of branch o ce from

452 units become 508 units, while Co Branch O ce (Kantor Cabang Pembantu(KCP))

and Cash O ce (Kantor Kas(KK)) has increased by 440 o ces in the same period

(October 2012). In total, the number of active Syariah banking o ce until October

2012 is increase compared to the same period in the previous year, from 1692 o ces

become 2188 o ces.

From people’s preference on Syariah banking products, people tend to choose

products which give high yield. Yield of deposit is fl uctuate between 5,74% to 6,28%

(equivalent rate), yield of saving is 2,32% and gyro is 0,88% (equivalent rate). Deposit

product is more preferred than saving product.

Increasing performance of Syariah banking from marketing aspect indicates that

there is increase of people interest on Syariah banking products. Point of this study

is what caused the increase of consumer interest in Indonesia. How to explain the

performance increase of Syariah bank? Does the customer make a decision based on