PERILAKU KONSUMEN DALAM PENGAMBILAN KEPUTUSAN MEMILIH PRODUK TABUNGAN HAJI PADA BANK SUMSEL BABEL CABANG SYARIAH PALEMBANG

Abstract

This study aims to analyze consumer behavior in the decision-making process for selecting Hajj Savings products at the Palembang Sharia Branch of Bank Sumsel Babel. The study employs a qualitative approach using library research, in which data were collected from various scientific journals, books, and documents related to consumer behavior, Sharia banking, and Hajj savings products. Data analysis was conducted through the stages of data reduction, data presentation, and drawing conclusions by applying content analysis techniques. The results of the study indicate that consumer behavior in selecting Hajj savings products is shaped through a decision-making process that includes needs recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Customers’ decisions are also influenced by various factors, namely cultural, social, personal, psychological, religiosity, Islamic financial literacy, promotions, service quality, and the level of trust in Islamic banking institutions. In the context of Bank Sumsel Babel’s Sharia Branch in Palembang, service convenience, the application of Sharia principles, fund security, service quality, and the bank’s positive image are factors that reinforce the public’s decision to choose the Hajj Savings product. The results of this study indicate that improving Sharia financial literacy, optimizing digital promotions, and enhancing service quality must continue to be pursued to encourage public interest and decision-making regarding the use of the Hajj Savings product.