Does Service Innovation, Reputation Risk, and Word of Mouth Impact Customer Behavior in Choosing Islamic Banking? An Empirical Evidence in Indonesia

Suyanto Suyanto

Does Service Innovation, Reputation Risk, and Word of Mouth Impact Customer Behavior in Choosing Islamic Banking? An Empirical Evidence in Indonesia

Suyanto Suyanto

Abstract

Indonesia merupakan negara dengan penduduk Muslim terbesar di dunia. Namun, sejak bank syariah didirikan di Indonesia selama sekitar 20 tahun, partisipasi umat Islam dalam menggunakan bank syariah relatif rendah. Tujuan penelitian ini untuk menganalisis dan mengetahui dampak dari inovasi layanan, risiko reputasi, dan word of mouth terhadap perilaku nasabah dalam memilih bank syariah sebagai tempat untuk melakukan pembiayaan, investasi dan lain sebagainya. Metode penelitian menggunakan kuantitatif. dengan pendekatan eksperimen dan survey. Probability sampling sebanyak 250 kuesioner didistribusikan kepada penggunakan nasabah seluruh Indonesia. Temuan penelitian menunjukkan bahwa inovasi layanan, resiko reputasi memiliki validitas eksternal yang baik terhadap budaya masyarkat Indonesia. Temuan yang paling menarik adalah variabel word of mouth sangat meningkatkan niat nasabah dan partisipasi dalam memilih bank syariah. Oleh karena itu, peneltian ini merekomendasikan untuk menargetkan tokoh masyarakat atau pemimpin opini untuk menjelaskan perbankan Islam ke seluruh komunitas mereka.

Keywords

Inovasi Layanan, Risiko Reputasi, Word of Mouth, Customers in Choosing Sharia Banking

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