Analisis Sikap Konsumen Terhadap Produk TASAKA Di BPRS Saleh Artha

Analisis PRODUK TASAKA

Abstract

BPRS Saleh Artha is one of the banks in Bekasi which has been established since 1994. In addition to its business activities of collecting funds, it also fulfills funding (financing) needs with several funding (financing) mechanisms such as mechanisms based on buying and selling principles, profit sharing principles and bank services. other. However, due to the lack of public awareness and understanding of sharia banking as well as increasingly tight competition between banks, both conventional and sharia banks, as well as limitations in human resources and technology in supporting bank operations, this has had a negative impact on BPRS. Saleh Artha in raising funds. The breakthrough that was then made by BPRS Saleh Artha in dealing with the problems above, in June 2004 BPRS Saleh Artha created a new product called the TASAKA product. This product is a superior product as the spearhead to attract customer interest. Based on these problems, this thesis aims to examine the problem of consumer attitudes towards TASAKA products. what attributes get the best assessment according to consumer attitudes. The aim is to serve as evaluation material and input for the bank's marketing policy in order to create a product that is truly reliable to attract as many customers as possible. To explain consumer attitudes towards the quality of TASAKA products, testing was carried out using the Fishbein Attitude Model Index. The results of this research show that firstly, consumer/customer attitudes towards TASAKA products are in the good/positive category with a score of 201.4452. In terms of attributes, consumer attitudes are also expressed as good/positive. Second, there are several attributes that need to be maintained because they get a better assessment than the other attributes, namely the security attribute, especially the sharia-based attribute with a score of 20.7927 and the service attribute, especially the friendliness of the teller in service with a score of 20.1994. Based on the results of the research and analysis, it is recommended to the management of BPRS Saleh Artha to maintain product quality which is stated to be the best according to consumer attitudes, without forgetting to improve product performance by improving the performance of the attributes that receive the lowest assessment according to consumer attitudes, namely card attributes and promotional attributes. Apart from that, additional employees are also needed in the marketing sector so that they can reach and gain a wider market share.