Pengaruh Kepatuhan Syariah dan Penerapan Strategi Pemasaran terhadap Keputusan Nasabah Memilih Pembiayaan Emas Antam di FIFGROUP Cabang Pangkalpinang

Abstract

Public understanding of Islamic banking products remains low, and many people still perceive Islamic banks as similar to conventional banks. In essence, marketing is founded on human needs and desires, and customers’ decision-making reflects an effort to satisfy such needs. This study aims to analyze the influence of shariah compliance and marketing strategy on customer decisions to use sharia-based Antam gold financing products. This research employs a quantitative method. The population consists of customers of sharia-based Antam gold financing products at FIF Group Pangkalpinang Branch, with a total sample of 95 respondents selected using non-probability sampling. Data were collected through observations, interviews, and questionnaires, and analyzed using the results of a questionnaire-based statistical test. The findings indicate that: (1) Shariah compliance has a significant partial influence on customer decisions, as shown by a t-value of 4.903 > t-table 1.986. (2) Marketing strategy also has a significant partial influence on customer decisions, with a t-value of 4.403 > t-table 1.986. (3) Simultaneously, shariah compliance and marketing strategy have a significant influence on customer decisions. These results suggest that improving both shariah compliance and marketing strategy can enhance customers’ decisions to utilize sharia-based Antam gold financing products.