Customer Knowledge Analysis of The Decision to Choose Syariah Indonesia Bank Consumer Financing Products

Abstract

Product knowledge is a collection of information about a particular product ranging from product attributes, product values, and so on, that can provide direction to consumers in deciding to buy or reject the product. Customer decisions in buying banking products can be seen from the level of product knowledge. This study analyses customer knowledge of the decision to choose Bank Syariah Indonesia, Ponorogo Soetta Sub-Branch Office consumer financing products. This study used a qualitative descriptive method. Data collection techniques used observation, interviews, and documentation. The analysis technique uses product knowledge analysis, namely product attributes, functional benefits, psychological benefits, and the value obtained. The most superior product is the Mitraguna financing product with total financing of Rp. 33,000,000,000. The lowest financing is OTO financing of Rp. 1,600,000,000. OTO financing is still rare in demand because it is not a primary need, so customers prefer Mitragun financing or pension financing because it is a primary need. Home financing is the third rank of public interest; although housing is a primary need, people are rarely interested in applying for home financing. Customer knowledge of choosing consumer financing products for Bank Syariah Indonesia Sub-Branch Office Ponorogo Soetta still needs to be higher due to the lack of customers utilizing these financing products functionally and psychologically.