Pengaruh Promosi, Literasi Keuangan dan Persepsi Risiko Terhadap Minat Menabung Emas Bank Syariah ABC

Abstract

Produk tabungan emas Bank Syariah ABC merupakan unique product bank syariah yang dimaksudkan sebagai tabungan investasi masa depan dalam rangka berinvestasi emas dengan menggunakan akad-akad sesuai dengan prinsip syariah. Sejak peluncuran produk, kinerja tabungan emas masih belum maksimal dikarenakan belum meluasnya pemahaman masyarakat terhadap tabungan emas serta pemahaman identifikasi faktor lainnya seperti faktor promosi, literasi keuangan dan persepsi risiko yang mempengaruhi keputusan menabung masyarakat baik secara langsung maupun melalui mediasi tingkat kesadaran merek. Penelitian ini bertujuan untuk menganalisis pengaruh variabel promosi, literasi keuangan dan persepsi risiko terhadap minat menabung tabungan emas Bank Syariah ABC baik secara langsung maupun melalui mediasi kesadaran merek; merumuskan implikasi manajerial yang tepat untuk meningkatkan kesadaran merek dan minat menabung produk tabungan emas Bank Syariah ABC melalui faktor promosi, literasi keuangan dan persepsi risiko. Hasil penelitian menunjukkan bahwa variabel promosi berpengaruh positif dan signifikan terhadap kesadaran merek tabungan emas. Sedangkan terhadap minat menabung emas, promosi tidak memiliki pengaruh positif yang signifikan. Promosi berpengaruh positif dan signifikan terhadap minat menabung emas secara tidak langsung melalui mediasi variabel kesadaran merek (full mediation). Adapun variabel literasi keuangan berpengaruh positif dan siginifikan terhadap kesadaran merek dan minat menabung emas. Variabel literasi keuangan juga mempunyai pengaruh positif dan signifikan terhadap minat menabung emas secara tidak langsung melalui mediasi kesadaran merek (partial mediation). Dari penelitian juga disimpulkan bahwa variabel persepsi risiko berpengaruh positif dan signifikan terhadap kesadaran merek poduk tabungan emas. Sedangkan terhadap minat menabung emas, variabel persepsi tidak memiliki pengaruh positif yang signifikan. Faktor persepsi risiko dapat berpengaruh positif dan signifikan terhadap minat menabung emas secara tidak langsung melalui mediasi variabel kesadaran merek (full mediation). Adapun variabel kesadaran merek berpengaruh positif dan signifikan terhadap minat menabung emas, sehingga dapat dikatakan apabila kesadaran merek dari nasabah semakin baik maka minat menabung emas juga akan menjadi semakin baik. Dari analisis SWOT, tabungan emas Bank Syariah ABC masuk ke dalam kuadran fase pertumbuhan dan stabilitas (growth and stability) dengan rekomendasi strategi yang dapat dijalankan adalah strategi penetrasi pasar (market penetration) dan strategi pengembangan produk (product development). Beberapa inisiasi strategi dapat dilakukan untuk meningkatkan kinerja tabungan emas dengan mempertimbangkan variabel promosi, literasi keuangan, persepsi risiko yang berpengaruh terhadap minat menabung emas baik secara langsung maupun melalui mediasi kesadaran merek.

Gold saving’s product of Bank Syariah ABC is a Islamic Bank’s unique product intended as investment saving in the framework of gold investment by using contracts in accordance with sharia principles. Since the product was launched, it’s performance is still not optimal because the people’s understanding of gold saving product is not yet widespread as well as the understanding of the identification other factors such as promotion, financial literacy and risk perceptions that influence people's saving decisions both directly and through the mediation of brand awareness levels . The aim of this study is to analyze the influence of promotion, financial literacy and risk perception on the saving intention of gold savings product of Bank Sharia ABC both directly and through the mediation of brand awareness; The appropriate formulation of managerial implications to increase brand awareness and the saving intention of gold savings product of Bank Syariah ABC through promotion, financial literacy and risk perception’s factor. The results of this study show that promotion variable has a positive and significant influence on brand awareness of gold saving product. Meanwhile, promotion does not have a significant positive influence on the saving intention of gold saving product. Promotion has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness variables (full mediation). As for the financial literacy, the variable has a positive and significant influence on brand awareness and the saving intention of gold saving product. The financial literacy variable also has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness (partial mediation). The study also concluded that risk perception variable has a positive and significant influence on brand awareness of gold saving product. Meanwhile, risk perception does not have a significant positive influence on the saving intention of gold saving product. Risk perception variable has a positive and significant influence on the saving intention of gold saving product indirectly through the mediation of brand awareness variables (full mediation). The brand awareness variable has a positive and significant influence on the saving intention of gold saving product. So that, it can be said that if the brand awareness of customers is increase, the saving intention of gold saving product also increase. From SWOT analysis, the gold saving product of Bank Syariah ABC is in the quadrant of growth and stability phase. The recommendation strategies that can be implemented are market penetration strategy and product development strategy. Several strategic initiatives can be carried out to improve the performance of gold saving product are by considering the promotion, financial literacy and risk perception variables that influence the saving intention of gold saving product the intention both directly or through the mediation of brand awareness levels .