PENGARUH HARGA, LOKASI DAN PROMOSI TERHADAP PERSEPSI NASABAH DAN PRODUK TABUNGAN HAJI (STUDI PADA BANK MUAMALAT INDONESIA Tbk. KANTOR CABANG PEMBANTU KOLAKA)

S A H W A N NIM. 2020040204003, S (2023) PENGARUH HARGA, LOKASI DAN PROMOSI TERHADAP PERSEPSI NASABAH DAN PRODUK TABUNGAN HAJI (STUDI PADA BANK MUAMALAT INDONESIA Tbk. KANTOR CABANG PEMBANTU KOLAKA). Masters thesis, PASCASARJANA IAIN KENDARI.

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Abstract

xi ABSTRAK Sahwan (2022). Program Studi Ekonomi Syariah Pascasarjana Institut Agama Islam Negeri. Pengaruh Harga, Lokasi Dan Promosi Terhadap Persepsi Nasabah dan Produk Tabungan Haji (Studi Pada Bank Muamalat Indonesia Tbk. Kantor Cabang Pembantu Kolaka). Dibimbing oleh Wahyudin Maguni dan Suman Anselah. Tujuan penelitian ini adalah menganalisis dan mengetahui pengaruh harga terhadap persepsi nasabah; pengaruh lokasi terhadap persepsi nasabah; pengaruh promosi terhadap persepsi nasabah; pengaruh persepsi nasabah terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka; pengaruh harga terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka; pengaruh lokasi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka; pengaruh promosi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka; pengaruh harga terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah; pengaruh lokasi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah; dan pengaruh promosi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah. Unit analisis penelitian melalui distribusi kuesioner kepada nasabah tabungan haji Bank Muamalat Tbk, Kantor Cabang Pembantu Kolaka. Data dianalisis dengan mengacu pada langkah-langkah mengumpulkan data, pengeditan dan menyajikan data berkaitan dngan hasil pengujian hipotesis. Hasil penelitian menunjukkan bahwa variabel harga terhadap persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,552. Variabel lokasi terhadap persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,572. Variabel promosi terhadap persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,770. Variabel persepsi nasabah terhadap produk berpengaruh positif dan signifikan dengan nilai koefisien 0,887. Variabel harga terhadap produk berpengaruh positif dan signifikan dengan nilai koefisien 0,573. Variabel lokasi terhadap produk berpengaruh positif dan signifikan dengan nilai koefisien 0,616. Variabel promosi terhadap produk berpengaruh positif dan signifikan dengan nilai koefisien 0,721. Variabel harga terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,489. Variabel lokasi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,507. Variabel promosi terhadap produk tabungan haji PT. Bank Muamalat Kantor Cabang Pembantu Kolaka melalui persepsi nasabah berpengaruh positif dan signifikan dengan nilai koefisien 0,682. Kata Kunci: harga; lokasi; promosi; persepsi; produk ABSTRACT Sahwan (2022). Postgraduate Islamic Economics Study Program, State Islamic Institute. The Influence of Price, Location and Promotion on Customer Perception and Hajj Savings Products (Study at Bank Muamalat Indonesia Tbk. Kolaka SubBranch Office). Supervised by Wahyudin Maguni and Suman Anselah. The purpose of this study is to analyze and determine the effect of price on customer perceptions; the influence of location on customer perception; the effect of promotion on customer perception; the influence of customer perceptions of the Hajj savings products of PT. Bank Muamalat Kolaka Sub-Branch Office; the effect of price on Hajj savings products PT. Bank Muamalat Kolaka Sub-Branch Office; the effect of location on the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office; the effect of promotion on Hajj savings products PT. Bank Muamalat Kolaka Sub-Branch Office; the effect of price on Hajj savings products PT. Bank Muamalat Kolaka Sub-Branch Office through customer perceptions; the effect of location on the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office through customer perceptions; and the effect of promotion on the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office through customer perceptions. The unit of research analysis was through the distribution of questionnaires to customers of Hajj savings at Bank Muamalat Tbk, Kolaka Sub-Branch Office. Data were analyzed with reference to the steps of collecting data, editing and presenting data related to the results of hypothesis testing. The results showed that the price variable on customer perceptions had a positive and significant effect with a coefficient value of 0.552. The location variable on customer perception has a positive and significant effect with a coefficient value of 0.572. The promotion variable on customer perception has a positive and significant effect with a coefficient value of 0.770. The variable customer perception of the product has a positive and significant effect with a coefficient value of 0.887. The price variable on the product has a positive and significant effect with a coefficient value of 0.573. The location variable on the product has a positive and significant effect with a coefficient value of 0.616. The promotion variable on the product has a positive and significant effect with a coefficient value of 0.721. The price variable for the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office through customer perception has a positive and significant effect with a coefficient value of 0.489. The location variable for the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office through customer perception has a positive and significant effect with a coefficient value of 0.507. The promotion variable for the Hajj savings product of PT. Bank Muamalat Kolaka Sub-Branch Office through customer perception has a positive and significant effect with a coefficient value of 0.682. Keywords: price; location; promotion; perception; product صخلملا َه٤شأذَ.٢ٓلٌَلإاَحُٝكُاَكٜؼَٓ،َ٢ٓلٌَلإاَقإرهلََُا٤ِؼُاَخاٌانكُاَطٓاٗهتَ. َةرٌَٓ.ي٘تَ٢كَحٌانق(َطؽُاَه٤كٞذَخاعرَ٘ٓٝءلَٔؼُاَنٕٞذَ٠ِػَط٣ٝهرُاَٝغهُٞٔاَٝهؼٍُا َ ٚلٕهَ .)٢ػهلُاَ عهك )َ 2222 (َٕاٌٜٞ ََٞٛ حٌانكُا َه٤شأذَ؛َءلَٔؼُاَنٕٞذَ٠ِػَغهُٞٔاَه٤شأذَ؛َءلَٔؼُاَخانٕٞذَ٠ِػَهؼٍُاَه٤شأذَك٣كؽذََٝ٤ِؽذ َ.حٔافُاَطؽُاَخاهـكَٓخاعرَ٘ٓٙاعذَءلَٔؼُاَخانٕٞذَه٤شأذَ؛َءلَٔؼُاَنٕٞذَ٠ِػَط٣ٝهرُا َغهُٞٔاَه٤شأذَ؛َ٢ػهلُاَي٘تَعهكَ.طؽُاَه٤كٞذَخاعرَ٘ٓ٠ِػَهؼٍُاَهشأَ؛َ٢ػهلُاَي٘تَعهك ػ َ ٙمَٛ َٖٓ ٖهـُا َ .ِٚ٤ٍٗأَ ٕآٌَٞٝ ٢ٗٞظآَ ٖ٣كُاَ ٢ؼٝ َ.طؽُاَناـقاَخاعرَ٘ٓ٠ِػَط٣ٝهرُاَه٤شأذَ؛َ٢ػهلُاَي٘تَعهكَ.ـَُطؽُاَخاهـكَٓطرَ٘ٓ٠ِ َخلَٓاؼَٓ ي٘ثَُ ٢ػهلُاَ ةرٌُٔاَ .طؽُاَ ه٤كٞذَ خاعرَ٘ٓ ٠ِػَ هؼٍُاَ هشأَ ؛َ ٢ػهلُاَ ي٘تَ عهك َةرٌُٔاَ .ـَُ طؽُاَ خاهـكَٓ طرَ٘ٓ ٠ِػَ غهُٞٔاَ ه٤شأذَ ؛َ ءلَٔؼُاَ خانٕٞذَ ٍلَـَ َٖٓ اًلاًٞ لاًَٞخلَٓاؼَٓي٘ثَُ٢ػهلُا َخاعرَ٘ٓ٠ِػَط٣ٝهرُاَه٤شأذَٝ؛َءلَٔؼُاَخانٕٞذٍَلَـََٖٓاً اًلاًَٞخلَٓاؼَٓي٘تَعهكَ.َٖٓطؽُاَناـقا َجكؼَٝدٔذ َعهكَ ،َ ي٘تَ ٢كَ طؽُاَ خاهـكَٓ ءلَٔػَ ٠ِػَ خاٗا٤ثرٌلااَ غ٣وٞذَ ٍلَـَ َٖٓ سؽثُاَ َ٤ِؽذ ثُاَ غٔظَ خاٞطـَ ٠ُإَ عٞظهُاتَ خاٗا٤ثُاَ َ٤ِؽذَ ْذَ .٢ػهلُا َ.ءلَٔؼُاَخانٕٞذٍَلَـََٖٓ٢ػهلُا َ َخاٗا٤ثُاَ ْ٣كوذَٝ اٛه٣هؽذَٝ خاٗا٤ .خا٤٘هلُاَناثرـاَطئار٘تَحوِؼرُٔا َءلَٔؼُاَخانٕٞذَ٠ِػَهؼٍُاَه٤ـرَٕٓأَطئارُ٘اَخهٜظأ ََٓاؼَٓحٔ٤وتَ١ٞ٘ؼَٓٝ٢تاع٣إَهشإََُٔٚاً َ َه٤شأذَََُٚ٤ٔؼُاَنٕٞذَ٠ِػَغهُٞٔاَه٤ـرَٓ. َ َٓاؼَٓ حٔ٤هَ غَٓ ّاَٛٝ ٢تاع٣إ 2...2 َ٢تاع٣إَ ه٤شأذَ ُٚ َحٔ٤هََٓاؼَٓغَّٓاٛٝ َ َ٤ٔؼُاَ نٕٞذَ ٠ِػَ ط٣ٝهرُاَ ه٤ـرَٓ . 2...2 َحٔ٤وتَّاَٛٝ٢تاع٣إَه٤شأذََُٚطرَُِ٘ٔه٤ـرُٔاََ٤ٔؼُاَىانقإَٕإَ. َ َٓاؼٓ 2...2 َ. ََٓاؼَٓحٔ٤وتَ١ٞ٘ؼَٓٝ٢تاع٣إَه٤شأذََُٚطرُ٘ٔاَ٠ِػَغهُٞٔاَه٤ـرٓ 2...0 َ َٓاؼَٓ حٔ٤وتَ ١ٞ٘ؼَٓٝ ٢تاع٣إَ ه٤شأذَ َُٚ طرُ٘ٔاَ ٠ِػَ هؼٍُاَ ه٤ـرَٓ . 2.... َ٠ِػَط٣ ََٓاؼَٓحٔ٤وتَ١ٞ٘ؼَٓٝ٢تاع٣إَه٤شأذََُٚطرُ٘ٔا ٝهرُاَه٤ـرَٓ. 2.0.0 َ.طؽَُِ١ناـقلااَطرَُِ٘ٔهؼٍُاَه٤ـرَٓ. َّاَٛٝ ٢تاع٣إَ ه٤شأذَ َُٚ ءلَٔؼُاَ نٕٞذَ ٍلَـَ َٖٓ اًلاًَٞ خلَٓاؼَٓ ي٘ثَُ ٢ػهلُاَ ةرٌُٔاَ ٕإ َ َٓاؼَٓ حٔ٤وت 2..2. َي٘ثَُ ٢ػهلُاَ ةرٌُٔاَ .ـتَ ْافُاَ طؽُاَ ناـقاَ طرَُ٘ٔ غهُٞٔاَ ه٤ـرَٓ . ًَخلَٓاؼٓ 2.4.0 َ. َـتَْافُاَطؽُاَناـقاَطرَُ٘ٔح٤ههرُاَه٤ـرٓ 2..2. َٚرٔ٤هََٓاؼَٓغَّٓاَٛٝ٢تاع٣إَه٤شأذََُٚءلَٔؼُاَنٕٞذٍَلَـََٖٓاًلاٞ َاًلاًَٞخلَٓاؼَٓي٘ثَُ٢ػهلُاَةرٌُٔإَإَ. ه٤شأذَََُٚ٤ٔؼُاَنٕٞذٍَلَـَٖٓ TP .َ ؛ح٤ل٤ظَٝح٤ههذَ؛يؼهَٞٓ؛هؼٍُاَ:ح٤ٍ٤ئهُاَخأٌُِا 2.0.2 ََٓاؼَٓحٔ٤وتَّاَٛٝ٢تاع٣إ َ طرَ٘ٓ؛حكهؼُٔا َ

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