Pengaruh Strategi Komunikasi Marketing Terhadap Keputusan Nasabah Menabung pada Produk Tabungan IB Hijrah Haji di Bank Muamalat KCP Sumenep

Authors

  • Cici’ Insiyah Universitas Al-Amien Prenduan
  • Lailatul Barokah Universitas Al-Amien Prenduan

DOI:

https://doi.org/10.30651/jms.v10i2.26072

Abstract

Bank Muamalat Indonesia sebagai bank syariah pertama di Indonesia menyediakan produk Tabungan iB Hijrah Haji untuk membantu nasabah merencanakan ibadah haji. Namun, terjadi penurunan jumlah nasabah dari 453 pada tahun 2022 menjadi 374 pada tahun 2023, yang diduga disebabkan oleh kurang efektifnya strategi komunikasi pemasaran. Penelitian ini bertujuan untuk menganalisis pengaruh strategi komunikasi marketing terhadap keputusan nasabah dalam menabung pada produk Tabungan iB Hijrah Haji di Bank Muamalat KCP Sumenep. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif. Data dikumpulkan melalui kuesioner kepada 92 responden dan dianalisis menggunakan SPSS versi 20. Hasil uji regresi linier sederhana menunjukkan nilai R sebesar 0,901, yang berarti terdapat hubungan sangat kuat antara strategi komunikasi pemasaran dan keputusan menabung. Nilai R Square sebesar 0,811 mengindikasikan bahwa 81,1% variasi keputusan menabung dipengaruhi oleh strategi komunikasi pemasaran. Hasil uji t menunjukkan t hitung (19.654) > t tabel (1.98667) dengan signifikansi 0.000 < 0.05. Dengan demikian, strategi komunikasi pemasaran berpengaruh positif dan signifikan terhadap keputusan nasabah menabung. Artinya, Ho ditolak dan Ha diterima.

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Published

2025-04-20

How to Cite

Cici’ Insiyah, & Lailatul Barokah. (2025). Pengaruh Strategi Komunikasi Marketing Terhadap Keputusan Nasabah Menabung pada Produk Tabungan IB Hijrah Haji di Bank Muamalat KCP Sumenep. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10(2). https://doi.org/10.30651/jms.v10i2.26072

Issue

Vol. 10 No. 2 (2025)

Section

Artikel

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