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Key Factors Shaping Customer Choices of Deposits at BSI KC Binjai

Faktor-faktor Utama yang Membentuk Pilihan Nasabah dalam Menabung di BSI KC Binjai Section Business and Economics
Vol 10 No 1 (2025): June (In Progress):

Dea Puspita (1), Rahmat Daim Harahap (2), Wahyu Syarvina (3)

(1) , Indonesia
(2) , Indonesia
(3) , Indonesia

Abstract:

General Background: The rapid growth of Islamic banking in Indonesia, driven by increasing public awareness of sharia principles, has intensified competition in deposit services. Specific Background: Bank Syariah Indonesia (BSI) KC Binjai, operating in a highly religious region, offers sharia-compliant deposit products using a profit-sharing scheme. Knowledge Gap: Despite prior studies on Islamic banking, limited research addresses customer decision-making specifically regarding sharia deposits in the unique socio-cultural context of Binjai. Aims: This study investigates the influence of religiosity, social factors, and bank reputation on customer decisions to choose sharia deposits at BSI KC Binjai. Results: Using a quantitative descriptive method and regression analysis on data from purposive sampling, findings reveal all three variables significantly affect customer choices, with bank reputation being the most dominant (β = 0.567, p < 0.001). The model explains 78.7% of the variance in customer decisions. Novelty: This research fills a regional gap in the literature by examining deposit decisions in a localized, religiously-influenced market using robust statistical methods. Implications: The results guide BSI KC Binjai and regulators such as OJK in tailoring marketing and policy strategies that emphasize trust, social influence, and religious alignment to enhance customer engagement.
HIghlight : 




  • Religiosity is the most influential factor in customer decisions to choose sharia deposits at BSI KC Binjai.




  • Regression analysis shows 78.7% of customer decision variance is explained by religiosity, social, and reputation factors.




  • Reputation of the bank has the strongest individual impact among the three variables studied.




Keywords : Customer Decisions, Sharia Deposits, Bank Syariah Indonesia, Religiosity, Bank Reputation


 

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