Preferensi Masyarakat terhadap Produk Tabungan Bank Syariah di Era Digital

Mubarok; Muhamad Mahirkan; Arsyad Ali Fahmi; Abdul Kadir

doi:10.67096/mekar.v1i3.412

Authors

Mubarok Sekolah Tinggi Ilmu Syariah Darul Ulum, Lampung Timur
Muhamad Mahirkan Sekolah Tinggi Ilmu Syariah Darul Ulum, Lampung Timur
Arsyad Ali Fahmi Sekolah Tinggi Ilmu Syariah Darul Ulum, Lampung Timur
Abdul Kadir Sekolah Tinggi Ilmu Syariah Darul Ulum, Lampung Timur

DOI:

https://doi.org/10.67096/mekar.v1i3.412

Keywords:

preferensi tabungan, bank syariah, digital banking, perilaku konsumen muslim, TAM-TPB

Abstract

Penelitian ini menganalisis faktor-faktor yang membentuk preferensi masyarakat terhadap produk tabungan bank syariah di era digital, dengan penekanan pada segmentasi generasional dan adopsi teknologi. Penelitian menggunakan mixed methods: survei terhadap 285 responden di enam kota besar Indonesia dianalisis dengan Structural Equation Modeling (SEM), sementara 18 informan kunci diwawancarai secara mendalam untuk mengonfirmasi temuan kuantitatif. Hasil menunjukkan kemudahan digital banking menjadi faktor preferensi tertinggi (82,4%), melampaui prinsip syariah (78,6%) dan tingkat bagi hasil (71,3%). Temuan ini berbeda dari riset sebelumnya yang menempatkan dimensi religiusitas sebagai faktor dominan. Terdapat kesenjangan adopsi digital antargenerasi: Gen Z menggunakan mobile banking 91,2%, berbanding 63,4% pada Gen X. Penelitian ini berkontribusi pada teori perilaku konsumen syariah dengan mengintegrasikan Technology Acceptance Model (TAM) dan Theory of Planned Behavior (TPB) dalam satu kerangka analisis yang kontekstual.

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