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  2. Vol 8, No 2 (2024)
  3. Oktavina

Switching intention nasabah bank konvensional ke bank syariah berdasarkan teori push-pull-mooring

Nikhla Oktavina(1), Miswan Ansori(2*)
(*) Corresponding Author

DOI: 10.24269/iso.v8i2.2954


Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Push-Pull-Mooring (PPM) terhadap Switching Intention nasabah bank konvensional ke bank syariah di Kabupaten Jepara. Push Factors (X1) mencakup ketidakpuasan nasabah terhadap bank konvensional, sementara Pull Factors (X2) meliputi daya tarik bank syariah, seperti prinsip syariah dan layanan yang lebih inovatif. Mooring Factors (X3) adalah faktor-faktor penghambat perpindahan, seperti loyalitas dan kenyamanan dengan layanan bank konvensional. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada 160 nasabah bank konvensional yang mempertimbangkan berpindah ke bank syariah. Data penelitian dianalisis dengan menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa Push Factors dan Pull Factors berpengaruh signifikan dan positif terhadap Switching Intention, sedangkan Mooring Factors berpengaruh signifikan namun negatif. Artinya, semakin besar ketidakpuasan dan daya tarik bank syariah, semakin besar kemungkinan nasabah untuk berpindah, tetapi loyalitas dan kenyamanan dengan bank konvensional menghambat keputusan tersebut. Penelitian ini memberikan kontribusi bagi literatur mengenai perilaku perpindahan nasabah serta implikasi bagi pengembangan strategi pemasaran bank syariah.


Keywords


Switching Intention; Push-Pull-Mooring; bank syariah; bank konvensional; perilaku nasabah

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