Studi Eksploratori tentang Perilaku Niat Beli Produk Keuangan Syariah

Abstract

his study explores purchase intention of syariah financial product. The purpose of the study is to identify factors of consumer’s intention to use syariah financial product. Framework of the study is TRA model proposed by Ajzen and Fishbein (1980). The design of this study is qualitative approach. This study employs focus group discussion and in depth i nterview in cata collection. Focus group discussion in this study involves 6 syariah financial product which have experienced with syariah and conventional financial institution. In depth interview has been accomplished with 3 different managers from syariah financial institutions. To analyze data, this study applies content analyses. Findings in this study are consumer’s evaluate syariah financial product by comparing benefits of the product with conventional financial product. Concept of non economic benefit and religious aspect has also discussed in this study