ANALISIS FAKTOR SOSIAL BUDAYA DAN PSIKOLOGIS YANG MEMPENGARUHI KEPUTUSAN NASABAH MEMILIH PEMBIAYAAN PADA WARUNG MIKRO (Studi pada PT Bank Syariah Mandiri Cabang Banjarmasin)

Abstract

This study aims to find out and to analyze: (1) the influence of socio-cultural and sychological factors that influence customer decisions in choosing micro inancing  in  PT  Bank  Syariah  Mandiri,  Banjarmasin  Branch,  and  (2)  which Socio-cultural  and  psychological  factors  influence  the  clients’  decisions  in choosing microfinance in PT Bank Syariah Mandiri and which factors are more dominant. The background of this research is to examine some of the results of previous researchers  who  claim  that  religious  factors  greatly  influence  the  decisions in selecting the products of Islamic banks, while other researchers claim that economic factors are more dominant in deciding the selection of the products of Islamic banks. The  results  of  this  study  indicate  that  religious,  economic,  reference  groups, family, social class, motivation, learning and memory factors have significant influence in the decision making of microfinance BSM election, while cultural factors and perceptions do not affect the decision makings. The dominant factor in the selection of decision making of microfinance BSM is a religious factor. The results of this study are expected to be useful for Islamic banks in setting promotional  strategies  to  improve  the  customer’s  decision  in  choosing  the financing of Islamic banks. Keywords :  Customer  Decisions,  Social  and  Cultural  Factors,  Psychological  Factors, Religious Factor, Microfinance, Islamic Banking