Abstrak
ABSTRAK Skripsi ini disusun oleh Linda, NIM:3320072, Skripsi ini berjudul “Analisis Persepsi Masyarakat pada Perbankan Syariah dalam Membangun Brand Image (Studi Kasus: Masyarakat Desa Pasundan, Provinsi Sumatera Selatan)”. Jurusan S1 Perbankan Syariah, Fakultas Ekonomi dan Bisnis Islam (FEBI), UIN Sjech M. Djamil Djambek Bukittinggi. Penelitian ini dilatar belakangi oleh kurangnya perkembangan Perbankan Syariah dan juga kurangnya pemahaman masyarakat Desa Pasundan, Provinsi Sumatera Selatan tentang Perbankan Syariah Sehingga Brand Image Bank Syariah juga tidak baik di desa tersebut. Metode penelitian yang dilakukan yaitu metode penelitian lapangan (field research) yaitu penelitian yang dilakukan secara sistematis dengan menangangkat data yang ada dilapangan, dimana penelitian ini bersifat deskriptif kualitatif yang bertujuan untuk mendapatkan informasi berkaitan dengan persepsi masyarakat desa pasundan terhadap bank syariah. Hasil penelitian menunjukkan bahwa pengetahuan masyarakat tentang keberadaan Bank Syariah sebanyak 33,92% menyatakan tidak tahu. Persepsi masyarakat tentang produk dan sistem yang digunakan Bank Syariah sebanyak 32,14% menyatakan ragu. Persepsi masyarakat tentang keterampilan yang harus dimiliki oleh pegawai Bank Syariah sebanyak 53,57% menyatakan sangat tahu. Persepsi masyarakat tentang upaya Bank Syariah dalam meningkatkan minat nasabah melalui promosi produk dan layanan sebanyak 41,07% menyatakan kurang tahu. Persepsi masyarakat terhadap eksistensi dalam memenuhi kebutuhan masyarakat yang meliputi pemenuhan kebutuhan financial, kesesuaian produk dan ketersediaan ATM sebanyak 41,07% menyatakan ragu. Persepsi masyarakat dalam menggunakan Bank Syariah melalui kebijakan, reputasi dan transaksi sebanyak 57,14% menyatakan kurang tahu. Persepsi masyarakat tentang karyawan Bank Syariah yang meliputi sikap, penampilan dan komunikasi sebanyak 76,78% menyatakan sangat tahu. Maka untuk itu sebaiknya pihak Bank Syariah harus melakukan sosialisasi lebih mendalam kepada masyarakat mengenai tata cara pengoperasian transaksi di Bank Syariah yang sesuai dengan prinsip-prinsip syariah dan juga meningkatkan kualitas produk mereka sehingga Brand Image Bank Syariah dapat membaik di mata masyarakat, kemudian masyarakat Desa Pasundan sebaiknya meningkatkan kesadaran untuk menggunakan lembaga-lembaga keuangan berbasis Syariah. Kata Kunci: Persepsi, Perbankan syariah, Brand Image ABSTRACT This thesis was prepared by Linda, NIM: 3320072, this thesis is entitled "Analysis Public Perception of Sharia Banking in Building Brand Image (Case Study: Pasundan Village Community, South Sumatra Province)”. Major Bachelor's Degree in Sharia Banking, Faculty of Islamic Economics and Business (FEBI), UIN Sjech M. Djamil Djambek Bukittinggi. This research is motivated by the lack of banking development Sharia and also the lack of understanding of the people of Pasundan Village, Province South Sumatra regarding Sharia Banking so that the Brand Image of Sharia Banks too not good in the village. The research method used is the field research method research) is research carried out systematically by collecting data in the field, where this research is descriptive qualitative in nature to obtain information related to the perceptions of the Pasundan village community towards Islamic banks. The research results show that people's knowledge about 33.92% stated that they did not know about the existence of Sharia Banks. Perception the public about the products and systems used by Sharia Banks as much as 32.14% expressed doubt. Society's perception of the skills that must be possessed by 53.57% of Sharia Bank employees said they were very knowledgeable. Public perception regarding Sharia Bank's efforts to increase customer interest through promotions products and services as many as 41.07% said they did not know. Public perception towards existence in meeting the needs of society which includes fulfillment financial needs, product suitability and ATM availability as much as 41.07% expressed doubt. Public perception in using Sharia Banks through policies, reputation and transactions as many as 57.14% said they didn't know. Perception the public about Sharia Bank employees which includes attitude, appearance and communication as much as 76.78% said they knew very well. So for this reason, Sharia Banks should carry out outreach provide more information to the public regarding the procedures for operating transactions in Sharia Bank that complies with sharia principles and also improves the quality of their products so that the Brand Image of Sharia Bank can improve in the eyes community, then the people of Pasundan Village should increase awareness to use Sharia-based financial institutions. Keywords: Perception, Islamic banking, Brand Image