ANALYSIS OF CUSTOMER PERCEPTION TOWARDS GOLD INSTALLMENTS AND GOLD SAVINGS (CASE STUDY OF BSI KCP MUARA BUNGO)

Abstrak

In the modern economy, risk is uncertainty that can impact the financial stability of individuals and institutions. One way to mitigate risk is through investments, including gold, which is considered safe and able to maintain its value over the long term. Bank Syariah Indonesia (BSI) offers two gold-based products: BSI Cicil Emas and BSI Tabungan Emas, each with different schemes, features, and customer segments.
The research used field research with a comparative qualitative approach. Data were collected through interviews with Cicil Emas officers and BSI customers, as well as through observation and documentation. Data analysis was conducted by comparing product quality dimensions and customer perceptions of each service. This study aims to analyze customer perceptions of both products at BSI KCP Muaro Bungo.
The results of the study indicate differences in product quality and customer perceptions between BSI Cicil Emas and BSI Tabungan Emas. The BSI Cicil Emas product is perceived as making it easier for customers to acquire gold gradually through an installment mechanism, with counter service support and a primary segmentation for customers with fixed incomes. Meanwhile, BSI Tabungan Emas is perceived as offering flexibility and practicality in gold investment through a digital savings mechanism in BSI Mobile Banking, making it more attractive to customers with irregular incomes.
These findings contribute to understanding public preferences for sharia-based gold investment products, and can serve as input for BSI in developing marketing strategies and improving service quality.